Earlier this month, TikTok announced that it was experimenting with its own Augmented Reality (AR) development platform, Effect House. After a period of closed beta testing and early admission, the toolkit is now currently in open beta, available on Windows and iOS.
At first glance, it seems that the video-sharing social network is heavily taking influence from rival social media platforms such as Instagram and Snapchat who, up until recently, have been leaders in the AR marketplace. Given TikTok’s remarkable popularity, which shows no signs of declining, many are beginning to wonder if we might soon see the emergence of a new leader in the AR marketplace…
What Is Effect House?
Effect House is an incredible AR development toolkit that enables designers and developers of all abilities to create and share stunning AR effects on TikTok. The capability of this platform is extensive, allowing users to experiment with 3D objects, animated textures, head tracking and more to bring their wildest ideas to life.
Why Are TikTok Exploring the AR Marketplace?
“We’re always thinking about new ways to bring value to our community and enrich the TikTok experience, currently we’re experimenting with ways to give creators additional tools to bring their creative ideas to life for the TikTok community”.
– TikTok Spokesperson to Techcrunch
Effect Studio is not TikTok’s first venture into the AR market. Evidence of TikTok’s early exploration in this area dates back to January 2021, when the company launched its first AR experience. This augmented feature showcased a New Year’s Eve ball that would explode, showering the surrounding environment with shimmering confetti. Thanks to the high processing power of LiDAR technology, the digital confetti scattered randomly throughout the space, interacting with real-world objects and people to create a highly immersive and realistic experience.
While TikTok received praise for this engaging experience, it was unfortunately limited in accessibility, as it could only be used by individuals with smartphone devices equipped with built-in LiDAR technology, such as the iPhone 12 Pro and iPhone 12 Pro Max.
Clearly TikTok have had their eye on the capabilities of AR for a long time, likely testing out different opportunities before creating their own platform.
How Can Effect House Be Utilised By Brands?
TikTok’s Effect House is an opportunity for both individual creators and brands to engage with TikTok’s massive user base through innovative, immersive content. TikTok themselves have been highlighting the various branding opportunities available, naming Pepsi’s #NewPepsiHitMeLike challenge as an example of a successful AR campaign. As a result, TikTok has introduced the Effect House Branded Effects function that enables brands to product custom effects (TikTok Newsroom).
“We’ve seen brands use effects on TikTok in all kinds of creative ways to reach new audiences, share stories, and build community. By working with top Effect House creators to create effects, brands can further harness the creativity and authenticity of the TikTok community.”
– Greg Feingold, Effect House Community Lead (TikTok Newsroom)
As touched on by Greg Feingold, branding AR content presents a powerful opportunity. It allows you to engage a wide audience with a memorable, interactive experience, while boosting brand recognition by highlighting your brand’s unique personality.
How We Can Help
At Eon Visual Media, our team of creative designers and developers have explored the world of Augmented and Virtual Reality for many years. We have collaborated with some of the biggest brands in the world to create incredibly engaging visual content, which you can check out here.
No matter if you’re seeking expert advice or wish for our talented developers to craft a unique branded effect for your upcoming campaign, we are here to assist you.
Get in touch, call 01482 484850 or email hello@eon-media.com to get started with a free consultation.
