TikTok no longer decides for you: this is how you can reprogram your algorithm to see what you want.

Who really controls what we see on social media? Do we decide what we consume, or is it the algorithm that dictates our scrolling pauses and our digital addictions? In a world where content is served to us like an endless tasting menu, TikTok has decided to hand some of that power back to the user. Or so they say.

The short-form video platform—which has rewritten the rules of digital attention over the past five years—has unveiled two game-changing tools: "Manage Topics" and "Smart Keyword Filters." Will this be enough to get users to take control of their digital diet, or will they continue to be swept along by the algorithmic tide?

Since its inception, TikTok has distinguished itself with a simple yet addictive proposition: open the app and let yourself go . Unlike networks like Twitter or Instagram, it's not so much about who you follow, but how long you stay looking. The real protagonist isn't the creator, but the algorithm.

With this underlying logic, the launch of Manage Topics represents a significant departure. This feature allows you to choose, from the app's settings, what types of content you want to see more (or less) . Sports, art, nature, current events... the choice isn't absolute, but it's sufficient to shape the overall tone of the feed.

TikTok clarifies that it's not about eliminating topics altogether. It's a fine-tuning approach, not a switch. So, if you decide to watch fewer "travel" videos, the app will reduce their frequency without deleting them entirely. A kind of emotional thermostat that can adapt to your interests.

The second new feature is Smart Keyword Filters , a more radical tool. This isn't about preferences, but about complete exclusion. If there are topics you don't want to see—such as content related to cosmetic surgery, extreme diets, or home renovations, to name a few—you can enter keywords and let artificial intelligence do the dirty work .

The filter isn't limited to blocking specific words. It uses semantic models that recognize synonyms, related terms, and equivalent contexts. A much more sophisticated approach than Twitter's classic "mute."

These types of tools are especially relevant in contexts like SkinnyTok , the controversial trend that TikTok has begun to limit in Europe after receiving criticism for promoting eating disorders. With active filters, users can anticipate these phenomena and block them before they enter their radar.

These measures seem to align with a greater demand for algorithmic transparency, but they raise a fundamental question: do we really want—or know how—to shape our digital consumption? The figures suggest otherwise.

Since algorithms became the new content programmers, user behavior has changed. Today, few people bother to follow accounts. They simply interact and let the system interpret their preferences. Social media has turned our preferences into training data, not explicit decisions.

Therefore, while the possibility of "taming" the algorithm sounds good on paper, it's likely that only a minority will take advantage of these options. The rest will continue to rely on passive scrolling as their only filter.

In addition to the personalization tools, TikTok has launched an interactive guide to the "For You" feed , an effort to explain how recommendations are generated. While the intent is appreciated, it remains unclear when and under what exact criteria TikTok flags a video as "inappropriate" or considers it harmful if viewed excessively.

These measures are nothing new in the digital ecosystem. YouTube has been implementing age restrictions for years, and platforms like Instagram have labeled sensitive content. However, TikTok faces a particular challenge due to its explosive virality, even with videos that, at first glance, seem harmless.

TikTok's movement isn't isolated. It's part of a larger trend within the digital world: offering algorithmic wellness tools. Google, Instagram, and even Netflix have incorporated features to limit usage time, pause recommendations, or choose preferred genres. But the key isn't just the tool, it's the habit.