TikTok unveils new features, tools for better content discovery in UAE

Dubai: TikTok has announced a series of new features designed to give users in the UAE and across the region greater control over their content discovery and "For You" feed experience.

According to the app developers, these updates aim to make it easier for individuals to find content and creators that align with their interests while also providing tools to manage unwanted content.

Manage topics

At the heart of the updates is ‘manage topics,’ a new feature that allows users to customise how often content related to over 10 popular categories, such as creative arts, travel, nature, and sports, appears in their recommendations.

While content from these topics won't be removed entirely, this tool helps users better align their feed with their evolving interests, making it more straightforward to discover niche creators and content, it said.

Keyword filtering

Using existing keyword filters, TikTok is launching a ‘smart keyword filter.’ This AI-powered feature expands filtering capabilities to include related words and synonyms. Users can now manage up to 200 keywords, choosing specific variations to include in their filter settings. This enhanced control empowers users to more effectively manage the types of content they prefer not to see.

Educating users

TikTok is also introducing a new educational guide to help users understand how their ‘for you’ feed works. This guide will provide tips and tools in one accessible location, building on existing features that explain why certain content is recommended and educational videos that have already garnered over 180 million views globally.

Content recommendation

These new tools will be available for both teen and adult accounts. The platform applies strict eligibility standards to prevent inappropriate content from being recommended in ‘for you’ feeds. It uses ‘content levels’ to restrict mature or complex themes from reaching younger users.

Additionally, TikTok offers existing ‘for you’ feed tools that allow users to refresh their feed, indicate they are "not interested" in a video, or activate "restricted mode" for broader content limitations. The platform also interrupts frequent recommendations of certain content types that, while fine occasionally, could be problematic if seen too often (e.g., extreme fitness content).