TikTok Branded Effects

What are TikTok Branded Effects?

When creating videos on TikTok, users can choose from a wide variety of effects that can be integrated into their recordings — for example, changing the background, applying a face filter, or adding an interactive game. These effects provide users with high entertainment value and are an essential part of TikTok video creation.

A Branded Effect is an effect sponsored by a company. It contains attributes that clearly represent the brand name, products, or specific brand-related activities. The effect appears in TikTok’s effect gallery and can be used immediately. In addition, a Call-to-Action (CTA) can be included, directing users to an external page.

Types of Branded Effects

TikTok categorizes Branded Effects into four main groups, each with different designs and functionalities:

1. 2D
Includes two-dimensional backgrounds, foregrounds, and face masks that follow facial movements. Some 2D effects can also respond to hand or face gestures.

2. 2D Pro
These offer more advanced facial modifications, such as makeup, hairstyle, or eye color changes.

3. 3D
High-quality effects featuring three-dimensional objects that appear on the body or in the user’s surroundings. Examples include hats, masks, accessories, objects, or animals rendered in detailed and realistic ways.

4. Gamified
As the name suggests, these effects are interactive games. Users control game elements using facial expressions or body movements to achieve scores and engage actively.

Benefits and Opportunities of Branded Effects

Branded Effects offer advantages across the entire marketing funnel.

• Upper and middle funnel: By engaging with the effect, a large audience can be reached, significantly boosting brand awareness. Since users actively interact and add personal creativity, they remember Branded Effects far better than passive feed ads. This strengthens the emotional connection between the audience and the brand.
• Lower funnel: The stronger brand connection often leads to more purchase decisions.

Another unique advantage of TikTok is its young, highly interactive community, which is especially receptive to immersive brand experiences through effects.

There is also the potential for a Branded Effect to go viral, especially when tied to a fun or engaging activity. In that case, content spreads rapidly across TikTok, appearing frequently on the For You Page (FYP) — where users spend most of their time discovering new content. A viral Branded Effect can have a massive impact on reach, brand perception, and ultimately, sales.

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