TikTok Launches Nearby Feed Across Europe

TikTok has officially expanded its “Nearby Feed” feature to users in France, Germany, Italy, and the United Kingdom, marking a significant step in the platform’s local content strategy. The feature, which has been testing in Southeast Asia since 2022, allows users to view public posts shared from specific geographical locations, offering insights into local events, attractions, and businesses.

Enhancing Local Discovery for Users

The Nearby Feed helps people explore what’s happening in their communities by showcasing local creators, trending spots, and everyday moments that reflect their region. Users will soon be able to share more accurate location information to receive more relevant recommendations. Posts are ranked based on location, content topic, and posting timestamp, ensuring users see content tailored to their interests and regional engagement patterns. This positions TikTok and Instagram as alternatives to Google Search for local discovery, with research showing that 40% of young people now prefer these platforms for such searches.

Opportunities for Local Businesses

For small businesses and local enterprises, the Nearby Feed presents a valuable promotional opportunity. The feature could encourage businesses to collaborate with TikTok influencers to feature their offerings, potentially reaching a broader local audience through the feed. As the algorithm continues to refine content recommendations, the feature may prove instrumental for merchants seeking organic visibility without paid advertising.

The rollout’s success will ultimately depend on user adoption rates and engagement levels. However, with TikTok’s refined algorithms following years of testing, the Nearby Feed could become an essential tool for both content creators and local businesses looking to maximize their regional reach.