TikTok Launches Nearby Feed has been the headline across tech blogs and marketer threads. On December 4–5, 2025, TikTok publicly rolled out a new Nearby Feed aimed at making local content easier to find — a clear move to surface videos tied to places, events, restaurants, and services close to a user’s location. The feature is presented as a separate tab within the home screen and is intended to help users explore what’s happening nearby while giving creators and local businesses a new way to reach a local audience.
Below I break down what the Nearby Feed is, how it works, why it matters, what the privacy trade-offs are, and practical steps creators and local businesses should take now that TikTok Launches Nearby Feed in select markets.
What is the Nearby Feed?
The Nearby Feed is a location-focused feed inside the TikTok app that shows short videos tied to a user’s local area. It appears as a tab next to the existing “For You” and “Following” feeds, letting users swipe into a stream of content posted by creators in their city, region, or nearby places. TikTok says the feed highlights content such as restaurants, events, travel spots, and local services so people can discover things around them without leaving the app.
The feature is not entirely new — TikTok tested location-led discovery in limited regions as early as 2022 — but this rollout marks a broader public launch in multiple European countries, signaling TikTok’s interest in improving local content discovery at scale.
Rollout: where and who gets it first
TikTok Launches Nearby Feed started in a handful of countries in the company’s initial rollout: the United Kingdom, France, Germany, and Italy. Availability is being expanded progressively through app updates and server-side changes; TikTok has limited some features of Nearby (for example, GPS-enabled recommendations) to users over 18 and keeps the GPS option off by default. That means not everyone in those countries will see the Nearby tab immediately — rollout is staged.
How the Nearby Feed determines what you see
TikTok explains that posts in the Nearby Feed are selected based on several signals: the approximate location of the user, the topic of the content, and how recently the content was posted. Location estimation can use network data such as IP address or SIM-based information; TikTok is rolling out an optional GPS-based precision setting for users who want tighter local recommendations. The feed also takes into account the user’s interests and engagement patterns so it remains personalized rather than purely geographic.
This approach leverages TikTok’s existing recommendation model but layers in geographic relevance. For creators and businesses, that means local tags, location stickers, and mentioning place names in captions or hashtags may help content appear in Nearby streams. Hootsuite and other industry sources note that TikTok’s recommendation model uses user interactions, video information, and device/account signals to rank content — so location is an additional, but not sole, factor.
Why this matters — users, creators, and local business
When TikTok Launches Nearby Feed at scale, it changes discovery in three ways:
- Users find local places and events faster. Instead of searching or relying on third-party review sites, users can see quick video snapshots of places and events near them. This reduces friction for discovery in travel, dining, and local entertainment.
- Creators can reach local audiences more reliably. Creators who focus on hyperlocal topics (city guides, neighborhood eats, local news, event coverage) gain a clearer path to local followers. A single video that resonates locally has a higher chance of surfacing to people who live nearby.
- Local businesses get a discovery channel inside TikTok. For restaurants, stores, and service providers, increased visibility on TikTok can translate to foot traffic and bookings. TikTok’s format — short, visual, swipe able clips — helps businesses show atmosphere, dishes, and walkthroughs quickly. This positions TikTok as a competitor to other local discovery tools that rely on text and star ratings.
Privacy and safety considerations
A location-focused feed raises privacy questions. TikTok has said the optional GPS-based precision service will be off by default and restricted to adults; the app will use less precise network-based methods unless the user opts in. That design reduces automatic precise tracking, but it does not eliminate location-based profiling. Users who don’t want to appear in local feeds or share precise location should review their app permissions and the Nearby settings.
Other safety controls stay in place: TikTok restricts certain content from the Nearby Feed and enforces age gates where required. Still, local discovery can surface risky individual-level details (for example, videos that show home locations or events that reveal where people live). Creators and users should be mindful of what they post if they don’t want precise location shared.
What creators should do now
If your work depends on local reach, treat the Nearby Feed as a new distribution layer. Practical actions:
- Add explicit location cues. Use location stickers, geo-tags in captions, and clear place names so the algorithm can link content to a place.
- Optimize for immediate value. In the Nearby Feed people are often in discovery mode — short “what to order”, “what to see”, or “where to go” formats work well.
- Post timely content. The Nearby Feed favors recency, so event promos, daily specials, and live coverage perform better if posted close to the event time.
- Use local collaborations. Partner with nearby creators or businesses to cross-promote content that naturally fits the Nearby audience.
- Track performance by location. Use TikTok’s analytics to identify where views are coming from and double down on formats that convert local viewers into followers or customers.
What local businesses should try
For local businesses, TikTok Launches Nearby Feed means a practical playbook:
- Create quick, authentic location-first videos. Show the space, top-selling items, staff recommendations, and short customer testimonials.
- Leverage offers and events. Post short promos for limited-time deals and tag them clearly — Nearby users are often ready to act.
- Encourage user-generated content. Prompt customers to tag or mention the business — UGC can be picked up by the Nearby Feed and acts as social proof.
- Measure offline impact. When possible, track redemption codes, booking links, or ask customers “how did you hear about us?” to link TikTok activity to real-world visits.
Implications for advertisers and measurement
TikTok has been building more commerce and ad features; a Nearby Feed extends the app’s potential to drive real-world transactions. Advertisers can now think about geographically targeted creative that complements paid campaigns. Measurement will need to connect impressions and engagement in Nearby with offline outcomes — bookings, reservations, or foot traffic — which may require landing pages or trackable offers specific to the platform.
Platforms that serve local search (maps, review sites) may feel pressure as younger users increasingly rely on short-video discovery rather than star ratings or long-form reviews. For brands, that means creative and operational shifts: creative that converts quickly, and staff/process readiness to handle sudden local demand driven by viral clips.
Known limits and likely next steps
At launch the Nearby Feed is limited geographically and by age gating for GPS precision. TikTok’s initial rollouts typically expand in stages — testing in a few countries, learning from usage and moderation outcomes, then broadening availability. Expect the feature to be refined with additional controls, local business tools, and possibly ad placements tied to Nearby results.
Also remember that location is only one signal in TikTok’s ranking. Even when TikTok Launches Nearby Feed, content still competes on watch-time, engagement, and relevance; local tagging increases the chance of qualification, but strong creative remains essential.
Practical checklist: launch-ready actions (for creators and local businesses)
- Update TikTok profile with clear business location and contact info.
- Start an editorial calendar for local posts (events, specials, behind-the-scenes).
- Train staff to mention TikTok campaigns and redemption codes for tracking.
- Use location stickers and consistent place names in captions and hashtags.
- Monitor analytics for geographic patterns and shift content accordingly.
Conclusion
When TikTok Launches Nearby Feed, it adds a new discovery path that emphasizes place-based content. For users, it simplifies finding local spots and events; for creators, it opens a structured route to local audiences; and for businesses, it provides another channel that can drive real-world visits. The feature arrives with important privacy and moderation considerations, and it will likely expand and evolve as TikTok measures real-world impact and user response.
If you’re a creator or a local business, the practical takeaway is clear: prepare location-focused content, track local performance, and use the Nearby Feed as part of a broader strategy to convert attention into action. As TikTok rolls the Nearby Feed out more widely, we’ll see whether short-form videos become a mainstream replacement for other local discovery tools — but the immediate effect is unmistakable: local discovery just became a native part of the TikTok experience.
