TikTok Opens Up Its AR Creation Platform To All Creators

Source: TikTok

TikTok officially launched its AR platform Effect House. Following a closed beta this past fall, TikTok has opened up the platform to all creators, allowing them to create and publish their own AR camera effects.

TikTok will credit creators when their effects are used via the effect’s results page with their username and a link to their profile. In addition, users can view a portfolio of creators’ published effects from a tab on their profile. To prevent effects that promote colorism or negative stereotypes against certain groups, all effects will be reviewed by TikTok’s in-house Trust and Safety team to ensure they comply with the company’s policies. Users will also be able to report any effects that may have passed review but are questionable by reporting them through a Report Effect option, which will prompt an additional review.

By opening Effect House to more creators, TikTok users will have access to a larger library of effects that they can use to create and share videos. From looking at the results of the testing period, effects are quite popular. During testing, over 450 creators published effects that were used in 1.5 billion videos which gained over 600 billion views. This along with TikTok’s recent partnership with GIPHY gives creators a number of new tools for them to use to express themselves and share their creativity.

Along with Snap (Lens Studio) and Meta (Spark AR), TikTok joins the group of social media platforms investing significantly in AR creator tools. Not only are social media platforms investing in these tools, but brands themselves are interested in AR. Both of these will lead to an increased pool of creators specializing in AR. This likely will lead to brands partnering with creators to create branded effects and collaborating with them on campaigns to promote their own effects.