Opportunities for Brands With Effect House

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On TikTok, effects inspire creativity, power storytelling, and bring joy to our global community. Effect House provides brands a powerful opportunity to reach new audiences and tell more immersive stories.

There are multiple ways brands can use Effect House to achieve their marketing objectives.

Community Effects

What Are Community Effects?

Community Effects are effects created by Effect House creators and published on TikTok for anyone to use.

Community Effects appear in the Effects tab of the effect creator’s TikTok profile. Each Community Effect also has an effect detail page that displays all the videos using the effect, as well as a link to the effect creator’s profile.

Unlike Branded Effects, Community Effect detail pages have no call-to-action link or description.

Who Can Create Community Effects?

Any TikTok account can create Community Effects.

How Do I Create a Community Effect?

You’re in the right place! Head over to Effect Creation 101 to get started making your first effect.

Why Should I Create a Community Effect?

For brands looking to get their feet wet, Community Effects are a great place to start. By publishing a Community Effect, your effect will be available to hundreds of millions of users around the world — and attributable to your brand’s TikTok account.

Community Effects and Spark Ads

How Do I Use Spark Ads With Community Effects?

For brands ready to begin promoting their effects to a wider audience, they can use Spark Ads to turn effect videos into ads.

Spark Ads is a native ad format that enables you to leverage organic TikTok posts and their features in your advertising. This unique format lets you publish ads:

Using your own TikTok account’s posts.
Using organic posts made by other creators – with their authorization.

Unlike non-Spark Ads (regular In-Feed ads), Spark Ads use posts from real TikTok accounts, which ensures that all views, comments, shares, likes, and follows gained from boosting the video during the promotion are attributed to your organic posts. There’s no limit to how many times you can use the same organic TikTok posts as creatives in your ads.

Videos created with Community Effects can be published as Spark Ads, which support Auction and Reach & Frequency Buying Types.

Please note, the effect detail page for a Community Effect cannot be used as the landing page for Spark Ad call-to-action link.

For more information, see our Spark Ads article.

Who Can Create Community Effects + Spark Ads?

Any TikTok account can create Community Effects.

Brands around the world can publish a Spark Ad using a video that was created with a Community Effect. See Spark Ads Creation Guide for more information.

Why Should I Create a Community Effect With Spark Ads?

Promoting your Community Effect with Spark Ads can help your effect reach a wider audience.

With Spark Ads, Community Effects can become levers to achieve your marketing objectives, including Reach, Video Views, Community Interaction, Traffic, App Installs, Conversions, Lead Generation, and Shop Purchases (Alpha).

You can also use Spark Ads to turn a Community Effect into a trend, or promote a specific way that your Community Effect should be used by creators on TikTok.

Since Spark Ads support Auction and Reach & Frequency Buying Types, they can used to begin promoting your effects at a lower price point, for brands who aren’t ready to launch a Branded Mission yet.

How Do I Create a Community Effect With Spark Ads?

To start, publish your Community Effect in Effect House.

Next, select the videos using the effect you’d like to promote with Spark Ads. These can be videos created and published to your brand’s TikTok account, or videos published by another creator (with their authorization).

For more information on how to publish your Spark Ad, see the Spark Ads Creation Guide.

Branded Effects

What Are Branded Effects?

Branded Effects are effects sponsored by brands as part of their advertising campaigns on TikTok. These effects are highly customized, with brand logos and other branding elements, to fit their specific campaign needs.

Through fun, interactive, and relevant effects, Branded Effects give brands the opportunity to connect with their audience in a more meaningful and interactive way.

How Do Branded Effects Work?

Branded Effects can be accessed through the effect tray on the Creation screen, effect anchor (appears on videos using your effect in the For You feed), and effect detail page.

The Branded Effect detail page may display a brand and/or campaign-related description. However, all information displayed must comply with TikTok’s Advertising Policies. Brands may also manage what videos are pinned to the top of the effect detail page. The lifespan of a Branded Effect and the Branded Effect detail page is determined by the media package purchased.

Branded Effects are advised to be bundled with Branded Mission. Find more details in the section below.

Branded Mission With Branded Effect

What Is Branded Mission With Branded Effect?

Branded Mission is an industry-first ad solution that enables advertisers to crowdsource authentic content from creators on TikTok, turn top-performing videos into ads, and improve brand affinity with media impressions.

By using Branded Mission, advertisers like Walmart, Bomb Pop and Asos engage the community to participate in branded campaigns. Brands can develop a brief and release it to the creator community to participate in the Branded Mission.

Often a brand will choose to pair their Branded Mission with a Branded Effect, to encourage the highest quality authentic branded content for their Branded Mission. Branded Effects are custom, sponsored effects commissioned by brands giving them the opportunity to connect with audiences in a meaningful, native, and uniquely-TikTok format. Unlike Community Effects, Branded Effects offer features such as a customizable call-to-action URL, customizable copy in the effect detail page, the ability for brands to pin videos to the effect detail page, brand safety tools, and more.

Please note that a published Community Effect cannot be converted into a Branded Effect.

For more information, see our Branded Mission page.

Who Can Create a Branded Mission With Branded Effect?

For creators: Currently, we are testing Branded Effect creation in Effect House with a small group of creators. Creators can now sign up for the beta to create Branded Effects in Effect House.

For brands: If you are a brand planning a Branded Mission campaign on TikTok, please reach out to our TikTok sales team or contact us via the TikTok for Business website. Our TikTok for Business team is happy to work with you end-to-end, from effect creation to the campaign set-up process.

Why Should I Create a Branded Mission With Branded Effect?

Branded Mission is a unique branding solution that drives brand equity, community engagement and creator discovery by incentivizing creators to produce branded content in exchange for potential rewards – cash and video videos. Because of this ability to collaborate with creators at scale, advertisers invite hundreds and thousands of creators to create UGC with your Branded Effect – future amplifying the reach of your effect.

Frequently Asked Questions (FAQs)

Why Can’t Anyone Create Branded Effects?

The creation of Branded Effects is currently limited and a managed service, given the quality considerations needed for developing and deploying Branded Effects.

In the long term, we are targeting to provide access to more designers and advertisers. Please stay tuned for our updates!