TikTok launches Effect House, a platform for AR effects

TikTok launched in effect Effect Houseits development platform for effects in augmented reality (AR) to add to videos. The platform has seen 450 creators test it in beta for a few months, with effects that have been used in 1.5 billion videos and viewed 600 billion times. And now, access to the beta becomes free.

TikTok launches Effect House, to create AR filters and effects

Last fall TikTok had launched the software in a closed beta, where only 450 creators could create AR effects. But they could then ppublish them on TikTok, where over 1.5 million videos have used. Views exceed half a trillion.

Today TikTok launches Effect House, powered by the platform’s enthusiasm for similar content. And challenge directly Snaplong the queen of AR filters and effects, and Metawhich has the largest user base between Facebook and Instagram. But the inertia seems on the side of the social network ByteDancewhich is growing at incredible rates.

Effect House’s tools require some technical knowledge, but the documentation for learning how to create effects, from Masks to clothing rehearsals, seems vast. But TikTok has also released some policy to make sure there are no filters that promote stereotypesthe phenomenon of colorism or that encourage the use of the Cosmetic Surgery. Something sensible also considering the young average age of the platform.

Then TikTok will look at the filters it creates to make sure they don’t cause any problems. But the opening of the development platform, while difficult to manage, could give rise to a creative push for users of the platform. And maybe push companies to create filters to try on clothes or make-up, generating possible commercial revenue for TikTok.

If you are curious you can find the public beta of Effect House (which seems very stable) at this address.