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In the era of short-form videos, TikTok is not just an entertainment platform but also a “golden land” for brands to create advertising campaigns. One of the prominent formats is TikTok branded effects ads, which allow businesses to create unique effects like stickers, filters, and AR for users to interact with directly. This is a way for brands to spread naturally, build engagement, and increase brand recognition sustainably. Let’s delve deeper into this ad format with Adsupport in today’s article.
Branded Effect is an ad format that allows brands to create custom AR/2D/3D effects (filters, stickers, motion effects) for users to directly insert into their TikTok videos. These effects are built through the Effect House ecosystem and can integrate logos, colors, messages, and even calls to action (CTAs) directly into the camera or video. This helps brands appear naturally, encourages user-generated content (UGC), and amplifies brand awareness.
Here is how branded effects ads work, which advertisers can learn and apply. Specifically:
Businesses can coordinate with creative teams (in-house, agency, or creators from the Effect Creator Marketplace) to design effects with a unique brand identity: 2D/3D, gamified AR, stickers, face/hand tracking, along with brand elements (logo, colors, slogan) and interactive fields. Since 2024, TikTok has offered the Effect Creator Marketplace, making it easy for brands to find, view portfolios, and collaborate with professional effect creators.
Approval & integration into the effect library
The effect must comply with TikTok’s standards (Terms, Community Guidelines, and Effect Guidelines). Once approved, the effect will appear in TikTok’s Effect panel for the community to select and use when recording videos.
User adoption and content dissemination
Users can select the effect in the TikTok camera, record a clip, and upload it. Brands can pin “Official Videos” (a maximum of 1-6 sample videos) to appear at the top of the effect’s page to guide usage and inspire the community. These videos must be tagged with #ad as required.
Branded Effect supports “In-Video CTA” and “In-Camera CTA” to direct viewers to a landing page, mini-site, or other experiences. Additionally, the effect can be combined with other paid formats (In-Feed, Branded Hashtag Challenge, Interactive Add-Ons, etc.) to expand reach and increase engagement based on campaign goals.
When an effect is widely used, the brand is naturally present through a series of UGC videos on the For You Feed, LIVE, or profile pages. This “participatory” approach helps enhance brand recall and positive sentiment, while also creating a distinct interactive experience compared to traditional video ads.
Here are the key advantages for businesses when running a Branded Effect ad campaign on TikTok:
One of the greatest values of Branded Effect Ads is the ability to create a direct connection between the brand and the user community. Instead of passively watching an ad, users can actively participate in the content creation process using a branded effect. They can creatively customize, record videos their own way, and then share them with friends and the community. This active participation increases a sense of connection, helping the brand not only appear on screen but also become part of the user’s personal experience.
Each time a user records a video with a Branded Effect, the brand or product name appears naturally within the content. When thousands, or even millions, of videos are created and spread, the brand quickly becomes familiar and memorable to the audience. Unlike fleeting display ads, a branded effect appearing in daily entertainment contexts leads to more sustainable and long-lasting brand recognition.
Branded Effect Ads are not just a tool for advertising, but also an engaging and creative experience. Users are exposed to captivating 2D, 3D, AR, or gamified effects, which makes them feel excited and curious. This experience not only increases interaction time but also creates a special impression, helping the brand be remembered not just by its image but also by the positive emotions the effect brings.
The virality of a Branded Effect comes directly from the power of user-generated content (UGC). Each video using a branded effect can become a “viral piece” that spreads naturally on TikTok. When users share their videos, their friends are also encouraged to try the effect and create similar content, thus forming a continuous loop of sharing. This helps the brand expand its reach at an optimal cost, while also increasing credibility because the content is shared by real people with real experiences.
For a Branded Effect Ads campaign on TikTok to be effective, brands must strictly adhere to technical standards and fully leverage the platform’s support tools. Below is a detailed guide to help you deploy a successful campaign:
TikTok has clear guidelines for the display area of elements within an effect to ensure the brand image is clear but not disruptive to users.
Complying with these regulations helps ensure the brand image is clear and not distorted, while providing a smooth visual experience for users.
The effect name plays an important role in making a first impression. TikTok has a maximum limit of 30 characters in English, but it is recommended to use fewer than 18 characters for a clean display on mobile devices.
The icon is the representative image for the effect and usually appears in the filter list.
TikTok allows brands to tag a maximum of 6 “Featured” videos on the effect’s detail page. These videos can come from the brand itself or from KOLs/influencers. This is a way to guide users toward exemplary content and inspire the community. If there are no featured videos, the tag explanation section will not appear.
Prompt text helps users know how to activate or use the effect.
Music is an essential element in TikTok videos. When integrating official music into an effect, you should note:
The description can contain emojis and has no character limit, but only the first 4 lines will be displayed before the user taps “See more.” Note that URLs or special characters like &, <, >, and “ are not allowed. The description should be concise, inspiring, and encourage users to try the effect right away.
Brands can choose from 1 to 6 official videos to display at the top of the UGC video list. These videos must have the #ad hashtag in the description to ensure advertising transparency. This is a way to set a creative trend for the community.
You can add an external link to direct users to an app, app store, or website.
In some countries (including Vietnam), a branded effect is required to have a sponsor label.
TikTok branded effects ads are a creative solution that helps businesses both increase engagement and naturally spread their brand message through user-generated content. If leveraged correctly, this can be a powerful tool for building recognition, creating an emotional connection, and making a distinct impression in a competitive market.
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Frequently Asked Questions
Yes, Branded Effect Ads are suitable for both large and small businesses, as long as you have a creative strategy and want to increase engagement with the TikTok community. With flexible costs and customization levels, brands in many different sectors can leverage this ad format.
Typically, a branded effect will need 5–10 business days for TikTok to review and approve it before it is made public. However, this time can vary depending on the complexity of the effect and the level of compliance with TikTok’s advertising policies.
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