TikTok has unveiled an innovative "Local Feed" feature for its U.S. users, designed to showcase content related to travel, news, events, dining, and shopping in proximity to the user's current location. This new function arrives shortly after the platform revised its terms of service, allowing for the collection of detailed location data from users.
The intention behind this request for precise location information is to optimize the Local Feed experience. Importantly, TikTok assures users that they will have control over their location sharing preferences, with the default setting being "off," thereby making participation voluntary.
Initially rolled out in December to select European countries, including the U.K., France, Italy, and Germany, the Local Feed aims to foster connections within local communities. Posts will be tailored based on users' locations, the subject matter of the content, and the timing of posts. This approach ensures that users receive timely suggestions for new restaurants, local events, shopping options, and more.
Moreover, TikTok is keen to attract small businesses to its platform, encouraging them not only to create content but also to advertise. This strategy could help the platform mitigate regulatory challenges and emphasize its importance to small enterprises, claiming that many rely on TikTok to engage with their customers.
Currently, approximately 7.5 million businesses utilize TikTok to connect with a global audience, supporting over 28 million jobs. Reports indicate that 84% of small business users on TikTok believe the platform has significantly contributed to their growth, while 75% have reached customers beyond their immediate area. Furthermore, 74% of these users feel that TikTok has strengthened their ties to the local community.
TikTok envisions that the Local Feed will drive real-world traffic and boost sales for brick-and-mortar establishments throughout the United States.
Upon first accessing the Local Feed, users will be prompted to permit the app to utilize their location data. For instance, on iOS devices, users will have the option to allow location access either temporarily or while using the app.
According to TikTok, this method aligns with contemporary app practices regarding location usage, offering users the choice to enable it for a more relevant experience while maintaining control over their data. However, the company acknowledges that the timing of this feature's rollout could have been better received had it coincided with its recent ownership transition in the U.S.
Despite the potential benefits of the Local Feed, users are encouraged to weigh the advantages against any privacy concerns that may arise from sharing their location data.
Additionally, TikTok has specified that this feature will be accessible only to users aged 18 and older, and it will collect location information solely while the app is in active use.