TikTok launches Branded Effects as 73% agree they feel deeper connections to brands on the platform

Video hosting service TikTok has introduced a new way for brands to work directly with TikTok effect creators to produce custom branded effects with the launch of Branded Effects, according to the social media platform in a statement.  Branded Effects are custom effects that have been sponsored by brands. They can be customised with branded elements and includes features such as calls-to-action and custom audience targeting in order to fit a brand's specific campaign needs.

This comes as TikTok reports that according to studies, 79% of users agree that TikTok is a place for brands to demonstrate its personality and express itself while 61% like brands better when they create or participate in a trend on TikTok. The study also found that 73% of users feel a deeper connection to brands they interact with on TikTok as compared to other platforms. 

According to TikTok, to kick off its Branded Effects feature, brands will already be able to being working with top effect creators who have been creating popular effects on TikTok's existing creation platform, Effect House.

By working with effect creators to build Branded Effects for TikTok, brands can tap into the creativity and ideas of effect creators who are already driving significant impact with their effects, said TikTok in its release. It added that this will allow brands to spark similar kids of connection, engagement and conversion while also maintaining control over key performance features. 

Branded Effects, unlike Community Effects, also allow brands to boost their content to a wider audience with paid branding traffic solutions. They can also control what brand safe pinned videos appear on the effect detail page and place their effects in premium placements on the trending tab of the effect panel. 

Don't miss: Is TikTok's CEO really Singaporean? What being Singaporean means through an ad lens

The launch of Branded Effects come following TikTok's launch of Effect House beta last year. The platform saw effect creators globally bringing their creativity to life in multiple different ways and saw how these effects had the power to drive trends, shape culture, power storytelling and more. 

"We’ve seen brands use effects on TikTok in all kinds of creative ways to reach new audiences, share stories, and build community,” said Greg Feingold, TikTok's Effect House community lead. "By working with top Effect House creators to create effects, brands can further harness the creativity and authenticity of the TikTok community.”

MARKETING-INTERACTIVE has reached out to TikTok for more information.  

The news comes amidst an uncertain future for the platform in the US. Just last week, TikTok's CEO, Chew Shou Zi, fought for his app's life in an almost five-hour congressional hearing last week that has been the talk of the Internet all weekend. In the hearing, Chew worked hard to convince US lawmakers that TikTok does not sell data to the Chinese government, uses controls to protect younger users from harmful or inappropriate content, and takes sufficient steps to protect the mental health of the young with controls.

Amidst the legal battles TikTok is fighting, it is also facing the fact that government globally are banning or restricting the app on government devices. So far, TikTok has been banned or restricted from government-issued devices in the United States, Singapore, Canada and Belgium, among other places as fears rise over the fact that user data collected by TikTok could be used by the Chinese government.

Content 360 is back on 10-11 May 2023 in Singapore. A hugely popular event over the years, Content 360 brings the most influential content creators to inspire you. Across two days, you can connect with 300+ brightest minds in the industry and learn how to overcome challenges to make your content stand out among the crowd. Tickets are on sale now, register today: https://conferences.marketing-interactive.com/content360-sg/ 

Related articles: 
TikTok's congressional hearing: CEO Chew Shou Zi might have lost the battle, but has won the war
Why the 'need-to' basis use of TikTok won't change how SG govt plays on the platform
TikTok to only be used on govt-issued devices on a ‘need-to’ basis in SG
Slammed Charles & Keith TikToker onboards AirAsia content: A missed opportunity for C&K to do more?
Sephora and TikTok join hands to help founder-led beauty brands