As it accelerates its growth and product development, TikTok is now preparing to take on Snapchat with the launch of a new AR ad format.
Being the fastest growing social platform out there – per number of downloads – is not enough for TikTok. The popular video app is looking to further ramp up its ads product to compete with direct competitors like Instagram and Snapchat. According to reports, TikTok is now expected to launch a new AR ad format called “AR Brand Effect.”
According to Digiday, the new format will allow TikTok users to “add interactive visual effects from advertisers to their videos that interact with the physical environment around them.” Furthermore, the ads will be clickable and will feature music that plays as the user creates their video.
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TikTok already has a product called Branded Effect – 2D animated lenses that are triggered by face and hand movements. However, they cost a lot more than most advertisers can afford, and TikTok is now bringing Lenses and AR into its self-serve ad auction, making them much more affordable. The new ad format is part of this push, although pricing for it remains unknown for the moment.
A global rollout of “AR Brand Effect” is due at some point in Q3 2020.
“We’re always exploring new ways to bring creativity and joy to our community. Creative effects are a fun way for our users to express themselves and for brands to bring an interactive element to their campaigns with branded creative effects,” explained a TikTok spokesperson “We’re experimenting with ways we can continue making this a valuable experience for brands, and will share more details when we have them.”