TikTok has introduced a suite of new features for users in the UAE and the wider region, aimed at giving individuals greater control over the content they discover on the platform, especially in their “For You” feed. The updates combine AI-powered tools, improved personalisation, and educational resources to offer a more transparent and customisable user experience. According to TikTok, the changes are designed to help users find content that matches their interests while managing content they would prefer not to see.
‘Manage topics’: Customise your interests without cutting content entirely
One of the key new features is “manage topics,” which allows users to tailor how frequently content from over 10 broad categories, such as creative arts, nature, travel, and sports, appears in their recommendation feed. Rather than removing content entirely, this feature adjusts the visibility of these themes, helping users align their feed with their current interests. The tool also promotes niche content discovery, giving users a clearer path to explore creators and communities that resonate with their evolving preferences.
‘Smart keyword filter ’: AI helps block unwanted content more precisely
TikTok is expanding its existing keyword filters with the launch of an AI-powered ‘smart keyword filter.’ This advanced feature allows users to block content containing up to 200 keywords, including related terms and synonyms, for a broader and more intelligent filtering experience. The smart filter is particularly useful for excluding variations of words or phrases, offering users greater control over the type of content that appears, or doesn’t appear, in their feed.
Transparency through education: How TikTok’s algorithm works
To help users better understand the logic behind the content shown to them, TikTok is introducing a new educational guide. This centralised resource will offer tips, explanations, and tools for managing the “For You” feed. It builds on existing features such as:
- Explanations on why a video was recommended
- Educational videos (which have received over 180 million views globally)
- Content-level labelling to limit exposure of mature or complex themes to younger users
The company says these tools will be available across both teen and adult accounts, with safeguards in place to protect young users from inappropriate or overwhelming content.
Additional feed controls already in place
TikTok continues to support existing tools that give users direct influence over their recommendations, including the ability to:
- Refresh their feed entirely
- Mark videos as “not interested”
- Turn on “restricted mode” to filter broader content types
- Interrupt repeat recommendations of potentially sensitive themes (e.g., excessive extreme fitness content)
These layers of moderation reflect TikTok’s commitment to fostering a more healthy, balanced digital environment, especially as concerns grow globally about the psychological impact of social media algorithms.
