TikTok is a popular short-form video app that allows users to create, share, and discover entertaining videos. The app launched in 2016 and has since grown to over 1 billion monthly active users. TikTok’s algorithm is known for quickly determining user interests and preferences in order to deliver a personalized “For You” feed.
A key feature of TikTok was the Discover page, which highlighted trending content, music, creators, hashtags, and more. This page helped users find new topics and accounts to follow based on what’s popular on TikTok. However, in early 2023, TikTok removed the Discover page in an app update, causing confusion among some users.
Discover Page Purpose
The Discover page on TikTok served an important role in allowing users to find new content and creators to follow. It featured curated video recommendations picked by TikTok’s algorithm to help users discover trending content. The tab showcased a mix of top videos in categories like food, animals, travel, dance, comedy, and more.
For many users, the Discover page became a daily destination to watch funny, interesting, and engaging videos from a diverse range of creators. It enabled exposure for smaller accounts and helped users branch out beyond just the creators they already followed. Overall, the tab was instrumental in TikTok’s mission of inspiring creativity and bringing joy.
Why Remove Discover?
TikTok’s decision to remove the Discover tab was driven by a shift towards more personalized recommendations in users’ For You feeds. As reported by Elite Daily, Discover was removed in order “to make room for an improved viewing experience” [1]. The For You page now relies solely on TikTok’s recommendation algorithm to suggest content to each user.
This change gives users greater control over the content they see. As explained by Fanbytes, “TikTok wants to put more power in the hands of users and their own preferences” [2]. Rather than browsing a general feed of trending videos in Discover, the For You page now caters to users’ individual interests based on their interactions. TikTok believes this creates a more personalized experience.
New TikTok Homepage
The updated TikTok homepage moves away from the Discover tab to focus on an algorithmic For You Page (FYP) feed and Following feed.
The FYP is the main feed when opening the app and contains a never-ending stream of videos recommended by TikTok’s algorithm based on a user’s interests and engagement. The FYP uses advanced AI to analyze a user’s activity and serve up new videos most likely to capture their attention. It aims to provide a personalized viewing experience. Some redesigns showcase the FYP feed front and center when opening the app.
The Following feed contains videos only from accounts a user chooses to follow. This was previously accessed via the Friends tab. The Following feed allows users to easily watch the latest content from their favorite creators. According to UX experts, the presence of the Following feed signals that TikTok wants to emphasize community, while still highlighting algorithmic recommendations as the main attraction.
Finding New Content
With the Discover page gone, users have had to find new ways to locate trending content on TikTok. The platform still offers tools to help users find videos and creators that match their interests.
The Search tool allows looking up specific hashtags, sounds, users, or keywords. TikTok’s recommendation algorithm also suggests content in the Following and For You feeds. Additionally, the Hashtags and Sounds pages showcase top trends to explore. Users can browse popular hashtag challenges or viral audio clips to find relevant videos.
TikTok also recommends accounts to follow based on watch history and interactions. The Suggested Users section features new creators that may appeal to someone’s tastes. Diving into recommended hashtags and sounds can uncover the latest trends gaining traction on TikTok.
Impact on Creators
The removal of the Discover page makes it harder for creators to be discovered by new audiences. As noted by Audience Plus, the Discover page allowed creators to tap into viral trends and be exposed to larger audiences outside of their existing follower base. Without this central hub showcasing trending content and hashtags, there is less opportunity for creators’ videos to go viral among new viewers.
This may cause creators to shift their content strategy towards more niche communities and topics. As explained by Fanbytes, creators will likely leverage niche communities and utilize targeted hashtags rather than trying to create mass appeal viral content. Developing a loyal audience around a specific topic or community can provide more longevity than relying on fleeting virality from the Discover page. Overall, creators will need to be more strategic if they want to expand their audience without the Discover page.
Impact on Users
The removal of the Discover page will likely have a significant impact on users. With no centralized place to find new content and creators, users may be less exposed to new types of content outside of their typical interests.
However, some argue the new experience may actually show users more relevant content catered to their interests. According to a Reddit user, “Apparently they’re removing the discover tab and replacing with a friends tab in hopes you’ll connect with the people you follow.” [1] Without an endless stream of random videos, the For You page may highlight content better aligned to each user’s engagement history and likes.
Still, this tailored content comes at the expense of serendipitous discoveries. Some users enjoyed stumbling upon new communities and creators outside of their usual social graph. Only time will tell whether the removal of the Discover page enhances or limits the TikTok experience for users.
TikTok’s Motivations
There are a few key reasons why TikTok likely removed the Discover page:
One motivation is to increase time spent on the app. Without the Discover page directing users to popular content outside their main feed, users may scroll for longer through videos recommended by TikTok’s algorithm. This could result in more time spent watching videos overall.
TikTok also likely wants to show users more relevant and engaging content. The Discover page showed trending videos which may not align with a user’s interests. By removing it, TikTok can better customize and tailor the main feed to keep each user hooked. According to TikTok, this change helps users “discover content that’s relevant to [them]” (source).
There are also data privacy concerns around the Discover page. Critics argued the page was used to gather data on users and track their interests outside their main feed. Removing it takes away a discovery channel that could be seen as “spying” on users.
User Sentiment
Overall, users seem to have mixed feelings about the removal of the Discover page on TikTok. Many users express nostalgia for the Discover page, which allowed them to easily browse new content and creators outside of their usual recommendations (Source). The Discover page represented the endless scroll of new, surprising content that initially drew many people to TikTok.
However, most users seem to ultimately accept the increased personalization of recommendations on the new TikTok homepage. While the element of surprise may be reduced, users appreciate seeing more relevant content tailored to their interests (Source). Many realize the Discover page had become less useful over time as their For You page improved at recommending personalized content.
The Future
While the Discover page is gone for now, TikTok will likely continue to experiment with new ways for users to find emerging trends and connect with creators. TikTok’s success has been fueled by its powerful recommendations algorithm, which tailors an endless feed of videos based on each user’s interests. The company will likely double down on improving this algorithm even further, to surface fresh, captivating content.
TikTok may also test alternate discovery features, like new browsing pages, hashtags, or creative tools. For example, they could create a rising trends page, a place to browse top hashtags, or an easiest way to remix popular sounds. The Discover page may make a comeback eventually as well, if TikTok finds users miss having a dedicated place to find new content.
While the loss of the Discover page was jarring for some users initially, TikTok will continue working to connect people with videos and creators that entertain, inspire, and delight. The platform’s success has always been rooted in the app’s innate understanding of each user’s taste. As TikTok continues learning what makes each person tick, its recommendations will only get stronger over time.
