tiktok effect house screenshot

Labels and artist teams have gotten used to creating augmented reality lenses or filters on platforms including Snapchat, Instagram and Facebook. Now TikTok is hoping to supercharge similar development for its app.

The company is opening up its ‘Effect House’ tool to “all creators, designers, and developers from around the world”, to spur a new wave of AR effects created for TikTokers to make use of.

The beta has seen more than 450 creators publish these ‘effects’ on TikTok, generating more than 600bn views from the resulting videos. Effect House includes the tools to build these effects, but also the learning resources showing how to do it well.

Given TikTok’s role in music discovery, we’re sure that plenty of labels and artists, if they’re not already part of the beta, will be exploring what’s possible.

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