This has been floating around in the app for a while, but today, TikTok has officially announced that it’s launching its “Nearby feed” of local content and recommendations to users in France, Germany, Italy and the U.K., before a broader expansion in future.
As you can see in this example, TikTok’s Nearby feed enables users to view public posts that have been shared from a specific geographical area, which could provide more insight into events, places to visit, local businesses, etc.
As explained by TikTok:
“The Nearby Feed helps people explore what’s happening close to them, from discovering local creators and trending spots to everyday moments that reflect their community. To improve this experience, people will soon see the option to share more accurate information if they choose when they access the Nearby Feed. This helps TikTok show content and recommendations that are more relevant to your location, making it easier to discover what’s trending nearby.”
So the idea is that this will assist in local discovery, and with 40% of young people now referring to TikTok or Instagram instead of Google Search for such, that could make this a valuable discovery option.
TikTok’s nearby feed will be accessible from the home screen, with the name of the tab reflecting the location you’re near.
“Posts in the Nearby Feed are shown to people based on location, the topic of the content, and when the content was posted. For example, people can see local content related to travel, events, food & drink and other services based on their interests and engagement. For creators, this means their public posts may be available to people located in the city/region where they posted or tagged a location or service.”
tiktok Launches Nearby Content Feed in Europe
What is the TikTok Nearby Content Feed?
tiktok’s latest feature, the Nearby Content feed, is a game-changer for regional revelation and local community interaction across Europe. Launched to tap into hyperlocal content sharing, this new feed curates videos based on user location, showing content created by people geographically close to the viewer.
This update allows users in various european countries to explore trending videos, events, and cultural moments happening right in their neighborhoods and cities, creating a fresh, localized TikTok experience.
How Does the Nearby Content Feed Work?
The Nearby Content Feed utilizes TikTok’s robust location services and algorithmic precision to surface short videos relevant to the viewer’s immediate surroundings. Key features include:
- Location-based recommendations: Videos are filtered and displayed according to the user’s city or locality.
- Privacy controls: Users control if their content is included in the Nearby Feed through privacy settings.
- Dynamic content updates: As users move or travel, the feed evolves to reflect new local areas.
- Engagement with local creators: Helps small businesses, artists, and creators gain visibility within their own communities.
Benefits of TikTok’s Nearby Content Feed in Europe
This feature brings several advantages for users, creators, and marketers alike:
- Stronger Community Connection: Users discover stories and happenings from their own neighborhoods, fostering local pride and community engagement.
- Enhanced Discovery for Creators: Emerging European TikTok creators get a boost in visibility among local audiences,igniting organic growth.
- Relevant Content Consumption: Viewers enjoy content that resonates closely with their surroundings, from local festivals to restaurant reviews.
- Support for Local Businesses: Businesses can participate actively by showcasing offers and promotions to nearby users, driving foot traffic and local commerce.
- Personalized User Experience: The Nearby Content Feed tailors the TikTok experience to be more meaningful, reducing irrelevant global noise.
Practical Tips to Maximize Nearby Content Feed Reach
If you are a creator or business aiming to leverage this feature, consider these actionable tips:
- Geo-Tag Yoru Videos: Add location tags and relevant hashtags such as #yourcity or #LocalVibes to gain more exposure.
- Create Locally Relevant Content: Share information about events, landmarks, or traditions unique to your area.
- engage actively with Your Community: Respond to comments from local viewers and collaborate with nearby creators.
- Optimize Posting Times: Post during peak local activity hours to increase chances of discovery.
- Promote Real Experiences: Authentic content that highlights your city’s culture resonates best in the Nearby Feed.
Case Studies: Success Stories from Early Adopters
Several TikTok creators and local businesses across Europe have already seen remarkable results by embracing the Nearby Content Feed:
| Country | Type | Success Highlight | Impact |
|---|---|---|---|
| France | Local Artist | Showcased street art from Paris neighborhoods | +35% follower growth in 2 weeks, increased local gallery visits |
| Germany | Small Cafe | Shared behind-the-scenes baking process highlighting regional flavors | 20% spike in foot traffic, more orders from locals |
| Italy | Event organizer | Promoted a regional festival with daily updates and live clips | event attendance doubled; greater sponsorship interest |
technical Requirements and Availability
To access the Nearby Content Feed in Europe, users need:
- A smartphone with TikTok’s latest app version.
- Enabled location permissions within TikTok’s privacy settings.
- Connection to an EU-based cellular or WiFi network to trigger regional content algorithms.
The feature is currently rolling out across major European markets, with plans for a continent-wide launch soon. TikTok continuously optimizes the feed based on user feedback and regional nuances.
Impact on TikTok User Behavior and Trends
Early metrics indicate significant shifts in how european audiences engage on TikTok, including:
- Increased engagement Rates: Users spend more time watching and interacting with local content.
- Rise of Micro-Influencers: Smaller creators gain stronger footholds in localized niches.
- Diversification of Content: More culturally specific topics and languages appear in feeds, enriching overall platform diversity.
- Boost in Local Economy Awareness: Highlighting hidden gems encourages local tourism and spending.
How Businesses Can Adapt Marketing Strategies
Marketers should embrace the hyperlocal content trend by:
- Designing campaigns tailored for regional tastes and events.
- Partnering with local influencers to amplify messaging authentically.
- Using geo-targeted advertising combined with organic nearby content.
- Analyzing location-specific engagement data for continuous optimization.
Future Possibilities for TikTok Nearby Content Feed
The Nearby Content Feed opens doors for exciting innovations, such as:
- Augmented Reality (AR) filters: customized to showcase local landmarks or events.
- Localized e-commerce integration: Supporting ‘Shop Local’ initiatives directly on TikTok.
- Community-based challenges and competitions: Connecting neighbors and city dwellers.
- Cross-platform integration: Syncing with travel apps or local guides for seamless discovery.
So TikTok will seek to show users content that’s valuable for regional discovery, not just random clips, which could make this a significant consideration for local businesses trying to attract customers.
That could prompt local businesses’ to invite TikTok influencers in to help promote their offerings, with the hope that it will then make it to the Nearby feed and provide a free promotional boost.
The relative value of this will depend on how many people actually use the option, but it could be another consideration in your strategy.
As noted, TikTok’s actually been testing this for some time, with users in South East Asia first getting access to the Nearby feed back in 2022. So it’s taken a while for TikTok to expand this to more regions, which either suggests that users didn’t find it overly valuable, or that TikTok has had to refine its algorithms to improve its utility.
Which, maybe, it now has, and that could make this an interesting discovery and engagement tool.
Either way, another element to consider in your TikTok planning.
