TikTok is giving users more control over the content they consume with a fresh rollout of features aimed at personalizing its signature “For You” feed.

The update introduces tools such as “Manage Topics,” enhanced keyword filtering, and a user-friendly guide to how the feed works; part of a broader effort to make the platform more user-centric and transparent.

The For You feed is the algorithm-powered stream of videos that has become the heart of TikTok, shaping trends, surfacing new creators, and fueling global conversations. With the latest changes, users can now actively influence what shows up in their feeds, deciding not just what they want to see more of, but also what they’d rather skip.

Among the key updates is manage topics, a new feature that lets users adjust the frequency of content from more than 10 categories, including Creative Arts, Travel, Nature, and Sports. This nuanced control allows users to shape their content experience without eliminating topics entirely, aligning with changing interests over time.

Read Also
Coach Matano impressed, Siraj finds form and purpose at KCB Football
Yego seeks golden continental exit in Accra showpiece Athletics
TOUCHLINE COLUMN: Sh42.4m storm exposes fragile foundations of Kenyan football governance Football

TikTok is also expanding its smart keyword filters, which now includes synonyms and related terms, making it easier for users to filter out content they don’t want to engage with. The company plans to double the number of keywords users can block, up to 200and offer bulk editing options and insights into which related terms are being filtered.

"With our new features, you can manage topics you want to see in your For You feed and limit keywords and hashtags you'd rather skip,” said Adam Presser, TikTok's Head of Operations and Trust & Safety. “It’s easier than ever to find creators, hobbies, and content you love."

Enjoying this article? Subscribe for unlimited access to premium sports coverage.
View Plans

TikTok’s keyword filters have already been used over 190 million times by users worldwide, illustrating a growing desire for more personalized and intentional content curation.

TikTok has seen explosive growth in Kenya, particularly among Gen Z and young millennials. According to recent data, Kenya ranks among the top African countries in terms of TikTok downloads and daily active users.