The news: TikTok is rolling out an optional “Nearby” feed that lets users share their locations and helps them find things like a new restaurant close to home or discover places to explore while on a trip, per TikTok.

The feature is available now in the UK, France, Italy, and Germany for users 18 and older.

Why it matters: 83% of weekly US TikTok users ages 13 and older have taken some kind of action after seeing an ad on the platform, including gathering more information on a brand (48%) or making a purchase (43%), per Edison Research. TikTok’s new feature leans into this high-intent audience.

• The Nearby feed opens up opportunities for brands to attract new customers through social discovery, without relying solely on “For You” feeds or ad placements. Brands could see increased organic exposure—especially from users engaging with search-friendly content.
• This also moves TikTok further into the local search category, placing it in closer competition with Google Maps, Instagram’s local-tagged posts, and Yelp. Brands with physical locations can reach nearby customers without paying for ads, as long as content feels authentic and helpful.

Looking ahead: Beyond organic exposure, the feature hints at a longer-term ambition for TikTok—to build a more commerce-driven ecosystem where local interests and search intent come together. Future monetization tools could include hyper-local ads or in-platform reservation tools.

What brands should do: As local content becomes a strategic advantage, brands can capitalize on TikTok’s Nearby feed by:

• Encouraging influencer partners to post location-tagged user-generated content (UGC) to drive foot traffic.
• Preparing for TikTok as a search engine by producing bite-size content like business walkthroughs, tours, behind-the-scenes clips, and staff features.
• Using clear location markers in posts, such as detailed captions or hashtags, to make posts more easily indexable for local search.