TikTok wants to help brands make more engaging campaigns with artificial reality. The platform is adding a new element to its Effects House AR creation tool that will “facilitate brand/creator collaborations.” TikTok’s Effects House lets users build their own custom AR effects similar to Snapchat’s Lens Studio or Meta’s Spark AR platform. Just about every brand has been getting into AR tech to reach young consumers—and having customized branded experiences on social media through AR helps drive consumer engagement. Plus, young consumers may be more inclined to use their favorite brand’s custom lens because YPulse’s Social / Mobile Marketing report data shows that nearly half (48%) of Gen Z say prefer to see ads personalized to their interests. (Social Media Today)
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