[eMarketer] TikTok dips into local content with a ‘Nearby’ video feed

TikTok is going local with a new “Nearby” video feed on the For You page that shows videos made in your area and allows users to add location tags to content.

The feed is currently being tested in Southeast Asia, and TikTok has not said if it will spread to other markets.

In an unusual twist, TikTok is the one copying from other social media competitors that already have location-specific content features. But TikTok’s highly targeted content will make geolocation features especially effective.

The app’s ad revenues are already set to soar past Twitter and Snapchat combined, but adding localized features can help TikTok tap into valuable local advertising markets and aid smaller businesses in reaching consumers.

eMarketer posits that local content is a natural fit for TikTok that plays into its social commerce, search, and advertising goals.

The Nearby feed will likely come to other major markets, but increased geofencing and gathering of local data could be a problem for the app, which is plagued with political scandals relating to user privacy.

Read the full eMarketer article here

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