The launch will put TikTok in closer competition with both Snap and Meta, both of which already offer a range of tools that allow developers to build out AR experiences and effects for their own respective families of applications. Meanwhile, TikTok’s vast library of effects is a key part of what powers its video service today, and helps inspire creators to make videos. By allowing creators to build their own effects, TikTok will be able to prompt even more video creation.
TikTok says the user-created effects will be reviewed by its Trust and Safety team to help ensure they adhere to the company’s policies before they’re released to the public. And if the company misses a violative effect, the community can report it using the “Report Effect” feature. This will prompt the team to re-review it for adherence to the Effect Guidelines. The company also says if it finds that an effect is being used in a way that violates the guidelines (even if the effect itself was not in violation), it will remove the effect and the videos that used it.
And TikTok will hide some of the creative effects, like those depicting alcohol, from appearing in the Effect Try in the app.
The company kicked off the launch of Effect House by promoting a number of early adopters of the tools, including:
When creators’ effects built with Effect House are displayed on TikTok, the effects’ results page will feature the creator’s username and link to their profile. All the creator’s published effects in their portfolio can be viewed from a designated tab on their Profile page, as well.