TikTok is a popular short-form video sharing app that allows users to create, share, and discover bite-sized videos. The app was launched in September 2016 under the name Douyin in China before expanding overseas as TikTok the following year.
One of TikTok’s key features was the Explore page, which served as a hub for content discovery. Located at the bottom of the app, the Explore page allowed users to browse and search for videos using tags and sounds. It relied on TikTok’s recommendation algorithm to surface trending and relevant content tailored to each user’s interests and engagement.
The Explore page quickly became core to the TikTok experience, helping fuel the app’s rapid growth. It enabled users to easily discover new creators and videos beyond just those posted by accounts they followed.
The Original Explore Page
The Explore page was originally introduced by TikTok (then known as Musical.ly) in 2018 as a way for users to discover new content and trends on the platform. According to TechCrunch, the Explore page showcased popular hashtags, sounds, effects, and challenges that were trending among the TikTok community (TechCrunch). This enabled users to easily find viral videos and join in on popular memes and challenges.
The Explore page also had a location-based feature that showed trending content near the user’s geographic area. As described by users on Reddit, this allowed regional trends and subcultures to develop and thrive on the platform. Overall, the Explore page served as the main destination within TikTok for finding new accounts to follow and discovering trending content beyond one’s own For You feed (TechCrunch).
Changes to the Algorithm
TikTok adjusted its algorithm in early 2020 to prioritize more “authentic” and engaging content, while limiting “low quality” videos as part of an effort to clean up the platform (1). This was done to promote higher quality content that is more likely to appeal to users, based on their personalized interests rather than solely video metrics.
Specifically, TikTok began analyzing user behavior beyond just taps, likes, comments and shares. The algorithm now evaluates metrics like watch time, video completion rates, and whether users actively search for a creator’s content to determine relevance and quality (2). As a result, videos that are deemed higher quality or more authentic may appear more in user feeds even if they have fewer superficial video interactions.
References:
(1) https://www.youtube.com/watch?v=GSyqTMAXc54
(2) https://www.pinc360.com/tag/tiktok-algorithm-change-2020/
Removal of Location-Based Content
In August 2022, TikTok removed the location-based Explore feeds that allowed users to see videos uploaded in their nearby geographic area [1]. This change meant that the For You feed no longer surfaced content based on a user’s location settings. The Explore page had previously personalized content by using information like user interests, interactions, and location. TikTok likely removed the location-based feeds due to privacy concerns and potential issues with stalking or harassment.
While users previously could change their location setting to view videos in a certain area, this is no longer possible. The removal of location-based feeds limits the ability for creators to target content to a local audience. However, TikTok likely wanted to avoid issues with users misrepresenting their location or viewing content not meant for their region.
Emphasis on Personalization
In 2018, TikTok began using more sophisticated artificial intelligence and machine learning to customize the Explore page for each individual user. As reported by TikTok’s newsroom, the Explore page became highly personalized, curating content specifically for each user based on what they watched, liked, shared and more. Rather than showing the same content to everyone, the Explore page aimed to surface videos most relevant to each particular user.
According to TikTok, this increased emphasis on personalization led to higher user engagement and satisfaction. By tailoring content to user interests, TikTok could deliver an improved content discovery experience. The machine learning recommendation system continues to evolve, analyzing billions of data points to refine each user’s For You feed.
Introduction of Discover
In December 2020, TikTok introduced a new page called “Discover” to replace the previous “Explore” page (TikTok Help Center). The Discover page was designed to provide a more personalized experience for finding new content and creators to follow, in contrast to the Explore page which surfaced popular and trending videos more broadly.
According to TikTok, the Discover page uses algorithms and recommendations to showcase content that aligns with each individual user’s interests and engagement history (TikTok Help Center). This was a major shift from the Explore page, which served the same content to all users based on general popularity and location.
The transition to a personalized Discover page signified TikTok’s efforts to tailor each user’s for-you feed and Explore experience based on their unique tastes and preferences. TikTok described Discover as “a new and improved way to search and explore the wide variety of content” on the platform (TikTok Help Center).
Differences Between Explore and Discover
There are a few key differences between the Explore and Discover pages on TikTok when it comes to the content and features available:
Explore featured popular and trending videos from across TikTok based on location, while Discover provides a more personalized feed of recommended videos based on a user’s interests and interactions (Source: https://blog.hootsuite.com/social-media-updates/tiktok/tiktok-discovery/).
The Explore page had tabs for Trending, Music, Hashtags that allowed browsing content categories. The Discover page does not have preset tabs and is a single scrolling feed of algorithmically suggested content (Source: https://support.tiktok.com/en/using-tiktok/exploring-videos/discover-and-search).
Explore featured curated video playlists around themes while Discover is more randomized based on user data. Discover focuses more on suggesting accounts to follow versus exploring topics or sounds (Source: https://techcrunch.com/2023/04/11/tiktok-considers-ditching-its-friends-tab-for-a-new-explore-experience-focused-on-discovery/).
User Reception
Many users expressed frustration and confusion when TikTok removed the Explore page in favor of the Discover tab [1]. They took to social media and forums to complain that content discovery became more difficult [2]. Without the location-based browsing, some users struggled to find videos relevant to their interests and local area.
Some influencers and creators noted a drop in views and engagement after the change [3]. They attributed this dip to decreased discoverability on the new Discover page. Many posted feedback and suggestions directly to TikTok through the in-app reporting features.
Overall, the loss of the Explore page resulted in confusion and frustration among parts of TikTok’s userbase. While TikTok claimed the update would improve personalization, many users felt it had the opposite effect on content discovery.
Impact on Content Discovery
The changes to TikTok’s algorithm and introduction of the Discover page significantly impacted how users discover new content and creators. According to a Search Engine Journal article, the updated algorithm relies more heavily on user signals like likes, comments, shares, and account follows to determine what content to show each user. This means creators need to focus on creating engaging content that prompts interaction in order to be shown to new viewers organically.
Additionally, the creation of the Discover page introduced a new way for users to find creators and content. As explained in TikTok’s own blog post, the Discover page surfaces new and trending content separate from a user’s main For You feed. This gives creators a new opportunity for their content to be featured and discovered by the broader TikTok community. However, it also means they face more competition as other popular creators may also get featured. The implications are creators must consistently produce high-quality, engaging content to get repeat exposure on Discover.
Overall, the changes have made organic discovery more difficult but also introduced new opportunities through features like Discover. As noted in a Nielsen study, users still find TikTok to have more authentic, unique, and engaging content than other platforms. However, creators now need sharable content that interacts with TikTok’s algorithms to gain visibility and new followers.
Conclusion
In summary, TikTok’s Explore page underwent significant changes in an effort to provide a more personalized and relevant discovery experience for users. The biggest change was the removal of location-based content and the introduction of a new Discover page in late 2022. This shift put more emphasis on understanding each user’s interests through their engagements and watch history in order to recommend content.
While this change was met with some user frustration over the perceived lack of control and visibility into how recommendations are generated, TikTok believes these updates help users discover new creators and types of content that better match their tastes. The overall goal is to keep people engaged on the platform by showing them content they are more likely to enjoy, while also giving newer creators a better chance of being discovered.
The effects of these changes are still evolving as users and creators continue to adapt. But the centralized focus on individualized recommendations versus geography-based discovery represents a major shift for the TikTok platform. Only time will tell how this will continue to impact the content people see and engage with on a daily basis.
