The For You feed is the heart of the TikTok experience. It's where people go to discover new interests and creators build thriving new communities—Take Tricia Mpisi, a South African entertainment creator who gained popularity on TikTok through film. Or BoxToBox Regista, a Kenyan sports creator who has built a following by sharing engaging content around major football seasons—both discovered and elevated through the For You feed.

Stories like Anchi Vibes from Nigeria are possible because of how the For You feed helps people find new content and creators they love, beyond the ones they already know. Today, we're announcing more features to help people personalize their feeds and find their favorite new creator—including a new way to customize content preferences, more powerful keyword filters, and an educational guide to finetuning your For You feed.

New tools to explore your favorite topics

The For You feed empowers discovery by connecting people to great creators and content that are tailored just for them. We offer controls to help people further personalize their experience and now we're expanding them with a new feature called "Manage Topics." With Manage Topics, you can customize how often content related to over 10 popular topics is recommended in your feed—from Creative Arts, Travel, Nature and Sports.

These settings won't eliminate any topics entirely, but can influence how often they're recommended as peoples' interests evolve over time. This makes it even easier for communities who love #WhatToWatch or #EntertainmentTok to discover creators like Tricia Mpisi (South Africa), Anchi Vibes(Nigeria) and Juneclairedontre (Kenya) . It adds to the many ways people shape their feed every day—from using other For You feed controls, to liking and favoriting videos, searching for topics they're curious about, or simply watching content they enjoy.

Introducing Smart Keyword Filtering

We're also introducing improved keyword filters to help people prevent certain content from being recommended in their feeds altogether.

We've long provided filters that restrict content containing custom keywords, which our global community has used over 190M times. Now, we're adding a new "Smart Keyword Filter" setting that uses technology to capture more content featuring similar words like synonyms. To give people more fine-grained ways to shape their experience in the months to come, we'll also be doubling the number of keywords they can include to 200, making it easier to add keywords in bulk, and enabling people to see and select which related keywords they want included in the Smart filtering.


Empowering through education

We're also launching a new educational guide empowers people with tips and tools to understand and shape their feeds in one easy place. This is part of our continuous effort to help people understand how the For You feed works—which also includes features that show why content was recommended, and educational videos that have received over 180 million views around the world.


@tiktok Learn how TikTok recommends videos #ForYou ♬ original sound - TikTok

Recommending content responsibly

All of these updates will be launching for both teen and adult accounts, building on the tools and safeguards that help people have a great For You feed experience on TikTok. These include:

  • Applying strict For You feed eligibility standards to restrict content that isn't appropriate for a general audience of people from recommendation in For You feeds, and working to prevent content with mature or complex themes from reaching teens through Content Levels.
  • Offering additional For You feed tools to help people refresh their For You feed, indicate they're "not interested" in a video or turn on Restricted Mode to further limit content that may not be comfortable for broad audiences.
  • Taking steps to interrupt frequent recommendations of some types of content which are fine when seen occasionally, but may be problematic if seen too often—such as extreme fitness-related content.

Together, these updates will further empower the many audiences on TikTok to explore, learn and discover content and creators they love.