TikTok launches an opt-in Local Feed in the US leveraging users’ precise location

Source: TechCrunch

Why Precise Location Is Needed

TikTok confirms that the reason it’s now asking for more accurate location information is to power the Local Feed. Users can control whether precise location sharing is on, and the default is set to off, making this an opt‑in experience.

Rollout History

• The Local Feed rolled out in December to select European markets, including the U.K., France, Italy, and Germany (source).
• The U.S. launch follows the same model, with posts shown based on location, content topic, and posting time, creating a more current feed of local information such as restaurant suggestions, events, and shopping ideas.

Supporting Small Businesses

TikTok ties the Local Feed to its broader push to attract small businesses as both content producers and advertisers. This strategy could help insulate the platform against further regulation, similar to Meta’s argument that many small businesses rely on its services (TechCrunch, 2024).

• 7.5 million businesses currently use TikTok to reach global customers, supporting more than 28 million workers (2025 Oxford Economics report).
• According to the Small Business & Entrepreneurship Council:
  • 84 % say TikTok helped grow their business.
  • 75 % say TikTok helped them reach customers beyond their local area.
  • 74 % say TikTok helps them connect with their local community.

TikTok expects the Local Feed to generate real‑world traffic and sales for brick‑and‑mortar stores across the U.S.

Image Credits: TikTok

User Experience & Privacy

• The first time users access the Local Feed, they are prompted to allow the app to use their location data. On iOS, the pop‑up lets users choose to allow the activity once, while using the app, or not at all.
• TikTok states: “This approach is consistent with how many modern apps use location today and gives people the choice to enable it when they want more relevant, local experiences, while keeping them in control.”
• The feature is available only to users 18 years and older and will collect location information only while the app is in use.

Privacy Considerations

Even with a stated purpose, the value of a local feed must be weighed against potential privacy risks. Some observers note that rolling out the precise‑location request before the recent U.S. ownership transition might have improved reception, as it would have provided a clearer justification for data collection.