TikTok launches an opt-in Local Feed in the U.S. leveraging users’ precise location

TikTok has unveiled a new feature called the "Local Feed" for users in the United States, designed to showcase content related to local events, dining, shopping, and news based on the user’s precise location. This announcement follows a recent update to TikTok's terms of service, which now allows the app to gather exact location data from its users. The company clarifies that this push for more accurate location information is aimed at powering the new Local Feed, but reassures users that participation is optional. The default setting will be “off,” meaning users must actively choose to share their location data. First introduced in select European markets last December, including the U.K., France, Italy, and Germany, the Local Feed aims to deepen users' engagement with their local communities. Content displayed will be tailored to individuals based on their geographical area, the subject matter of posts, and the timing of when the content was created. This feature is expected to recommend new restaurants, highlight local events, and provide shopping insights. In addition to enhancing user experience, TikTok is leveraging this feature to attract small businesses to its platform. With an estimated 7.5 million businesses utilizing TikTok for marketing and outreach, the app hopes to solidify its role as a vital resource for local commerce. According to a report from Oxford Economics, these businesses support over 28 million jobs globally. The Small Business & Entrepreneurship Council reports that 84% of small business owners using TikTok believe the app has contributed to their business growth, and 75% say it has helped them reach customers outside their immediate area. Furthermore, 74% have indicated that TikTok facilitates connections with their local community. As users first access the Local Feed, they will be prompted to allow the app to track their location. On iOS devices, users will have the option to grant access for one-time use, while the app is open, or to decline entirely. TikTok emphasizes that this method aligns with contemporary app practices, allowing users to make informed decisions about their location sharing. However, the timing of this feature's launch raises questions about privacy and user trust. If TikTok had introduced the location data request prior to its ownership transition in the U.S., it might have alleviated concerns about data collection. Nonetheless, the company insists that the Local Feed will only be accessible to users aged 18 and older, with data collection limited to instances when the app is actively being used.