TikTok Adds More Granular Controls for its Algorithmic ‘For You’ Feed

TikTok is introducing new tools to give users more control over what appears in their “For You” feed. Users will now be able to manage but not completely hide certain topics, and they will also get the ability to limit what they don’t want to see with smart keyword filtering.

TikTok’s algorithmic feed is what made the app explode in popularity in recent years, but it’s also been quite controversial. The algorithm has been accused of causing addiction and mental health issues among teens, while the US government banned the app in part due to concerns about the algorithm being used for political propaganda. However, TikTok is still alive in the US as of today, as President Trump signed another executive order in early April to further delay the enforcement of the TikTok ban by 75 days.

With the new “Manage Topics” feature, TikTok will let users choose how often content related to over 10 popular topics, such as Creative Arts, Food & Drinks, Health & Fitness, and more will be recommended in their “For You” feed. However, it won’t be possible to completely hide these topics.

“These settings won’t eliminate any topics entirely, but can influence how often they’re recommended as your interests evolve over time,” the company explained. “It adds to the many ways you shape your feed every day—from using other For You feed controls, to liking and favoriting videos, searching for topics you’re curious about, or simply enjoying content.

TikTok already lets users filter out some words or hashtags from their “For You” and other feeds, but the app is now introducing AI-powered “Smart Keyword Filters” that will filter out similar keywords and variations. “We expect Smart Keyword Filtering to get increasingly precise as more people use it over time. In the months to come, we’ll also be doubling the keywords you can add to 200 and making it easier to add them in bulk, to further help people quickly and precisely shape their feeds,” the company said today.

Lastly, TikTok is launching a new educational guide with tips and tools to help users understand how to customize their feeds. In Europe, TikTok also lets users opt out of personalized feeds to comply with the EU’s Digital Services Act.