TikTok Empowers Users with Enhanced Feed Customization Tools

TikTok is transforming how users interact with their For You feed by introducing new customization features that put more power in the hands of viewers. Instead of passively consuming whatever the algorithm serves, users will soon be able to actively shape their content experience through adjustable topic sliders.

Within the Manage Topics section of TikTok’s settings, users can adjust sliders for up to 10 selected topics. For example, if you’re planning a summer filled with entertaining, you can boost the food and drink slider to see more recipes and culinary content like carrot salads and margarita pitchers. This nuanced control allows users to emphasize interests without completely excluding other content types.

Beyond topic sliders, TikTok is expanding its keyword filtering capabilities. The number of filterable keywords is increasing from around 100 to 200, and the platform is introducing Smart Keyword Filters powered by AI. These filters automatically detect synonyms of filtered words, ensuring unwanted content is more comprehensively excluded from users’ feeds.

These updates were previewed at a SXSW London event, where TikTok also shared insights into cultural trends shaping content consumption. Notably, British audiences are increasingly drawn to American content themed around the Hamptons aesthetic, which has grown 24% in the UK this year. This trend highlights a fascination with Nancy Meyers-style interiors and beachy summer vibes.

Conversely, American users have developed an appetite for British culture, particularly through content featuring Marks and Spencer hauls by travelers arriving in the UK. This quirky cultural exchange underscores TikTok’s role as a global platform fostering cross-border trends and interests.

British crime dramas are also resonating strongly with US audiences, especially following Netflix’s release of Adolescence. Yet, the most popular show ever on TikTok remains The Vampire Diaries, proving that nostalgia and evergreen content continue to captivate users.

By empowering users with these new tools, TikTok is not just enhancing personalization but also deepening cultural connections across its global community. The blend of AI-driven filtering and user-directed topic preferences marks a significant evolution in how social media platforms tailor content to individual tastes.