This update could be a great opportunity for brands looking to target a specific market and area, in particular the hospitality and food industry which many TikTok users already use the app to explore.
As of yet, TikTok themselves have not expanded too much on the reasons behind this addition or their plans for going forward, simply stating:
“We’re always thinking about new ways to bring value to our community and enrich the TikTok experience.”
The news of a ‘nearby’ content feed will be another worry for Google, as in recent months the number of internet users switching to TikTok as a search platform has grown exponentially. Is this yet another feature to rival Google’s SEO and relevance? It certainly seems so.
This latest feature could be a really interesting addition for micro-influencers in particular, who may have a smaller following but whose fans are much more engaged and so this feed could be perfect for sharing details of their lives in a certain area and promoting local businesses.
