TikTok launches opt-in Local Feed in the U.S.

On Wednesday, TikTok announced the launch of a new Local Feed in the U.S. version of its app. The feature, which is available only to users 18 and older, displays content near the user’s location, such as local dining, shopping, and events. To power the feed, the app uses precise location information. However, the feature is opt-in and defaults to off, meaning users must explicitly grant permission to enable it. The launch follows a rollout of the Local Feed in December to select European markets, including the U.K., France, Italy, and Germany.

The feature aligns with TikTok’s efforts to attract small businesses to its platform. According to a 2025 report by Oxford Economics, 7.5 million businesses currently use the app to reach global customers, supporting more than 28 million workers. Additionally, data from the Small Business & Entrepreneurship Council highlights the platform’s impact on smaller merchants:

• 84% of TikTok small business users said the platform helped grow their business.
• 75% said TikTok helped them reach customers beyond their local area.
• 74% said TikTok helps them connect with their local community.

This economic integration could help insulate TikTok against further regulation. By demonstrating its value to local merchants, the company can argue its utility to the economy, similar to defensive strategies used by Meta. However, the collection of precise location data introduces a potential privacy risk. The company is managing this through user-controlled settings. In its announcement, the company stated, “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 prompt for location data appears under TikTok’s new U.S. joint venture, which is the specific U.S. ownership structure the company operates under.

Why it matters

TikTok is leveraging its economic footprint among small businesses to build a defensive moat against regulatory scrutiny, using the Local Feed to deepen that integration. By showing concrete economic benefits to local merchants, the platform seeks to make itself politically difficult to dismantle.