TikTok has officially launched its Nearby Feed across France, Germany, Italy, and the U.K., marking a major step toward becoming a local discovery platform rather than just an entertainment app. While the feature has been quietly tested in various markets for years, TikTok's expansion into Europe signals a strategic shift that creators, brands, and local businesses can no longer ignore.
This guide breaks down everything you need to know—how the feature works, why it matters, and how to optimize your content for maximum visibility.
What Is TikTok's Nearby Feed?
TikTok's Nearby Feed is a location-driven content stream that shows posts originating from the user's general geographical area.
The feature aims to:
Help people find local events and trending spots
Highlight nearby creators
Showcase restaurants, shops, and things to do
Strengthen community connection through relatable content
In TikTok's words, the feature is designed to help people discover "what's happening close to them" with more accurate recommendations based on location.
Why the Nearby Feed Matters?
Recent studies highlight an important shift:
Around 40% of young users now prefer TikTok or Instagram over Google Search when looking for restaurants, trip ideas, reviews, and local experiences.
TikTok's Nearby Feed intensifies this trend by positioning TikTok as a hybrid of:
Google Maps
Yelp
Instagram
Local review platforms
Lifestyle content hubs
This means TikTok isn't just competing with entertainment apps—it's entering the local search and discovery space.
How the TikTok Nearby Feed Works
TikTok uses several signals to determine what appears in the Nearby Feed. These include:
1. General location
Content from the user's city or region is prioritized.
2. Content topic categories
Travel, food and drink, local events, lifestyle content, and services often perform well.
3. Recency
Newer content tends to be recommended more frequently.
4. User interaction and engagement
The feed adjusts to what each user likes, saves, and watches.
5. Tags and location indicators
Posts that tag a place, landmark, or service have higher visibility in Nearby.
TikTok's goal is to ensure the feed is useful for real local discovery—not just random videos.
Why the Nearby Feed Matters
For Everyday Users
Discover new cafés, restaurants, attractions, and neighborhoods
Stay updated on local happenings and trends
See recommendations that match your lifestyle and interests
For Creators
Reach highly relevant audiences who are actually nearby
Boost visibility for niche local content
Grow influence within your city or region
Increase opportunities for collabs with local businesses
For Businesses
Gain free local exposure without paid ads
Attract nearby customers through organic discovery
Encourage real visits and conversions
Collaborate with local creators to amplify reach
As more young users treat TikTok like a search engine, local content has become more valuable than ever.
How to Optimize Content for TikTok's Nearby Feed
1. Add location tags and city-based hashtags
Examples:
#LondonFood
#BerlinTravel
#TokyoCafé
Including real locations (restaurants, venues, attractions) sends strong relevance signals.
2. Create content tied to your area
TikTok often prioritizes:
Food reviews and café visits
Travel recommendations
Local events or activities
Hidden gems and neighborhood guides
Daily life in your city
Content that offers genuine value performs best.
3. Make your videos practical and informative
Nearby Feed favors content that helps users make decisions—where to eat, what to do, where to visit, etc.
4. Engage with your local audience
Replying to comments and interacting with users in your area strengthens the geographic relevance of your account.
5. For businesses: work with local creators
Invite creators for:
Reviews
Behind-the-scenes videos
Store tours
Feature content
UGC (user-generated content) boosts your chances of appearing in the feed.
Tips for Businesses Using TikTok Nearby
To improve your visibility:
Encourage customers to tag your location
Maintain visually appealing, "TikTok-friendly" store aesthetics
Post regular content about daily operations
Highlight unique selling points, seasonal menu items, or special events
Collaborate with micro-influencers who have strong local audiences
The Nearby Feed is essentially free local advertising for early adopters.
Frequently Asked Questions
1. Is the Nearby Feed available everywhere?
TikTok is gradually expanding it. Availability varies by region.
2. Do I need to enable precise location?
Not required, but accurate location signals improve recommendations.
3. Can I get into the Nearby Feed without tagging a place?
Yes, but tags, keywords, and consistent engagement make it easier.
4. Do business accounts get the same exposure?
Yes—if the content feels authentic and helpful rather than overly promotional.
Final Thoughts
TikTok's Nearby Feed is becoming a powerful tool for local discovery. Whether you're a creator looking to grow, a business looking for visibility, or a user wanting to explore your area, this feature can significantly enhance your TikTok experience.
For creators:
Share local stories, guides, reviews, and daily life moments.
For businesses:
Make your location discoverable and collaborate with creators to boost presence.
As TikTok continues to evolve into a search and discovery platform, applying these strategies early can give you a long-term advantage.
