TikTok just flipped the local discovery switch in Europe. The social media giant is rolling out its 'Nearby Feed' feature across the U.K., France, Italy, and Germany, letting users explore restaurants, events, and attractions happening right around them. This isn't just another algorithm tweak - it's a direct play for local business dollars and hyperlocal engagement that could reshape how people discover their neighborhoods through social media.
TikTok is making its biggest push yet into local discovery. The company's new 'Nearby Feed' launches today across the U.K., France, Italy, and Germany, marking the feature's first major expansion since initial testing began in Southeast Asia back in 2022. The move signals TikTok's growing ambition to challenge Google Maps and Yelp on their home turf - local business discovery.
The timing couldn't be more strategic. According to TikTok's own data, 46% of UK users have already visited local shops, restaurants, or attractions they found on the platform. That's conversion data that would make any local advertising executive take notice.
'Posts in the Nearby Feed are shown to people based on location, the topic of the content, and when the content was posted,' the company explained in its official announcement. The algorithm weighs travel content, events, food recommendations, and local services against user interests and engagement patterns - essentially creating a personalized neighborhood guide that updates in real-time.
But TikTok's approach differs significantly from traditional local discovery apps. Instead of business listings and star ratings, users get authentic video content from real people experiencing these places. It's user-generated discovery at scale, powered by the same recommendation engine that's kept billions scrolling through dance videos and cooking hacks.
The feature comes with built-in privacy controls that reflect growing regulatory scrutiny around location data. Only users 18 and older can opt into location sharing, and the company promises to handle location information 'in line with local laws' - a careful nod to Europe's strict GDPR requirements. iOS users will see clear indicators when their location is being accessed.
