TikTok has announced a suite of new features aimed at empowering users across Nigeria and beyond to take greater control of the content they encounter on the platform. The update, rolled out globally on Wednesday, introduces tools that personalise the For You feed—TikTok’s central content discovery engine—and make it safer and more enjoyable for users of all ages.
The new tools include a Manage Topics feature, an advanced Smart Keyword Filter, and an educational 101 guide on how the For You feed works. These updates are designed to help users better explore their interests, filter out unwanted content, and understand how TikTok’s recommendation system operates.
According to Adam Presser, TikTok’s Head of Operations & Trust & Safety, “The For You feed is a growth engine like no other. It’s where our users discover new interests and a crucial tool for creators to grow thriving communities. We’re thrilled to offer more resources that empower people to find their favourite creator, shape their ideal For You feed experience, and explore safely in a place customised for their needs.”
Manage Topics
The Manage Topics tool allows users to customise how often they see content from over 10 popular categories, such as Creative Arts, Nature, Travel, and Sports. Rather than eliminating topics entirely, the feature lets users tweak content frequency to better match their evolving interests.
“This makes it even easier for communities to discover new topics and creators that they love,” TikTok noted.
Smart Keyword Filtering
With the new Smart Keyword Filter, TikTok expands its keyword filtering system to include synonyms and related terms, making it easier for users to limit certain types of content. This update builds on TikTok’s existing custom keyword filters, which have already been used more than 190 million times by users worldwide.
Education and Transparency
As part of the update, TikTok is also rolling out an easy-to-use educational hub to help users understand why certain videos are recommended, learn how to reset their feed, and explore content safely. The platform says its educational videos have already been viewed over 180 million times globally.
The tools apply to both teen and adult accounts and are built upon existing safety measures, such as:
- Restricting mature or inappropriate content from the For You feed.
- Preventing teens from seeing content with complex themes through TikTok’s Content Levels.
- Options to mark videos as “Not Interested” or activate Restricted Mode for added control.
Boosting Nigerian Creators
The For You feed has been pivotal in spotlighting Nigerian creators like Anchi Vibes, known for her red carpet interviews and behind-the-scenes clips from Nigerian Idol, and Charity Ekezie, who uses humour to challenge African stereotypes. These voices have found global recognition through TikTok’s unique recommendation algorithm.
With these enhancements, TikTok aims to strengthen the connection between creators and their audiences, offering more tools for personalised discovery, creative growth, and safe exploration.
“These updates further empower Nigeria’s TikTok users to explore, learn and discover content and creators they love,” the company added.
