TikTok US has launched a new local feed that leverages users' exact locations to surface nearby restaurants, shops, museums and events. The feature requires users to opt-in, though the app may collect precise location data regardless of whether the feed is activated. The feed prioritizes local businesses rather than connecting users with neighbors or friends.

This shift from approximate to precise location tracking follows TikTok's sale to US investors and a corresponding change in its terms of service. The company claims over 7.5 million businesses use the platform in the US, citing an Oxford Economics report. TikTok has been testing similar location-based features in Europe since late last year, with the local feed appearing in the UK, France, Italy and Germany.

Industry analysts suggest the local feed serves multiple strategic purposes: attracting small businesses as both content creators and advertisers, while potentially insulating TikTok from regulatory scrutiny by highlighting its economic impact. The feature represents a significant expansion of TikTok's data collection capabilities, particularly given Oracle's prominent role as an investor in the new American TikTok entity. Users must weigh the convenience of localized content against privacy concerns, especially considering Oracle founder Larry Ellison's past statements about surveillance and behavior.