By Jonathan Baker (Contributor: Christina Botte, EGC’s Director of Social Media) Last week, TikTok released a ‘Local Feed’ option within its app to its United States user base. What is the purpose for this new feature? Will it succeed? And will it be beneficial? (Side note: If you are a content creator or small-to-midsized business owner, pay attention.) TikTok’s Agreement This development connects to the years-long debate in Washington over whether TikTok should be allowed to remain in America due to privacy concerns. Last month, TikTok became known as TikTok USDS JV. (The ‘USDS JV’ stands for ‘U.S. Data Security Joint Venture Limited Liability Company.’) The move to implement ‘Local Feed’ was part of the restructuring agreement with Oracle, one of the high-powered companies that acquired a major stake to allow the app’s continued operation in the U.S. It should be noted that TikTok’s ‘Local Feed’ has been in the works for some time. The International Journey to Perfecting a Local Feed According to Social Media Today, TikTok had been experimenting with localized feeds for the last four years. Beginning with a ‘Nearby Feed’ introduced to Southeast Asian markets in 2022, a ‘Local Feed’ was launched in Europe last year. The feedback from both regions was reportedly positive. Now, it is the United States’ turn to check out TikTok’s ‘Local Feed.’ ‘Local Feed’ to Help, Not Hurt Through ‘Local Feed,’ users have more control over what (if any) information is collected. (And since this an opt-in feature, the default on TikTok is automatically set to ‘OFF.’) Through ‘Local Feed,’ users can view content and then receive related recommendations from TikTok. Ultimately, this new option is not about data tracking. What then, is ‘Local Feed’ about? ‘New Ways to Discover TikTok’ The above subheading is how TikTok promotes the ‘Local Feed’ on its website, claiming to make ‘it easier to live like a local.’ The use of the word ‘local’ also applies to wherever the user happens to be at the exact moment, not just where they live: Whether you’re rediscovering your own neighborhood or in a new city for the first time, it’s now even easier to get the inside scoop on must-try restaurants, shops, museums, and events from creators on TikTok. Content creators and small-to-midsized businesses: This is where you come in… Opportunity Knocks, Thanks to ‘Local Feed’ From TikTok’s explanation of how ‘Local Feed’ works, users can zero in and find information about places and products with greater precision and accuracy. This then leads to greater visibility for content creators and local businesses. Through ‘Local Feed,’ connecting a user (read: potential customer) to the products and services promoted either from a content creator or small-to-midsized business is quicker and more direct. Now for additional perspective… Local Businesses Love TikTok Findings from the Small Business & Entrepreneurship Council noted that 84 percent of local businesses benefitted from promoting their products and services on TikTok. Additionally, 75 percent of these establishments were able to reach potential customers beyond the local level, while 74 percent claimed that the app kept them connected to their respective communities. (Here is a point to consider: These findings were from November 2025. Can you imagine the increase if TikTok’s ‘Local Feed’ catches on with users? Going further, imagine the possibilities for local businesses on Small Business Saturday!) Conclusion Among other points, the launch of TikTok’s ‘Local Feed’ in the United States signals that fears surrounding security are lightening. If you have never used this app, now may be the perfect time to start. If ‘Local Feed’ lives up to its promise, your brand or business may reach visibility you might not have imagined. Connect with the social media team at EGC Group to learn more about strategies for TikTok and other social media platforms.
