In-Feed Ads
TikTok In-Feed ads in the For You feed, at every funnel stage, where results depend on the opening seconds and how fast creative is refreshed.
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TikTok Branded Effects: Custom AR Filters and Quick Effects
TikTok Branded Effects are brand-specific filters, 3D stickers and AR lenses that people add to their own videos. Unlike other TikTok ad formats, the content is made by users, and every video carries the effect to more people. Branded Effects are bought through the TikTok sales team. We handle the effect idea, the production timeline and the media plan that makes the effect visible.
Purpose and appearance
What do we use this format for?
We use Branded Effects to get young users to bring the brand into their own videos during a launch or seasonal campaign. A virtual try-on for a makeup brand or a gamified effect for a beverage brand can produce user videos that do not look like ads. The business results we measure are the number of videos published with the effect and the lift in branded search during the campaign.
Funnel stages it serves
- Awareness
- Consideration
- Conversion
- Loyalty
What makes a good branded effect idea?
An effect's success depends less on how good the design looks and more on whether it gives users a reason to use it. People use effects that make them look funny, surprising or attractive; effects with a big logo and no function stay in the gallery. At the idea stage, we ask: why would someone who has never heard of the brand use this effect in their own video?
The setups we recommend most often are gamification, virtual product try-on and effects that change randomly based on an outcome. Before approving an idea, we look at how competitors and similar effects in the category are being used through our competitor ad strategy work. We also want to see early how the effect runs on a phone; an effect that lags on older, slower devices gets dropped quickly, even if it is used on day one.
Custom branded effect vs Quick Effect templates
A fully custom AR effect is produced separately with an effect designer and takes the longest to produce. Quick Effect, available in TikTok's Branded Mission campaigns, is prepared faster by adding a product image or logo to ready-made templates. How Quick Effect is offered varies by region; in some markets the advertiser creates and previews it in Ads Manager, while in others a representative selects it from a list.
- Hand Tracker: the product image follows the user's hand
- Head Tracker: the image tracks the head at forehead level
- Screen Sticker: the image stays fixed in the top-left corner of the screen
- Green Screen: an image or video is shown as the background
- The first three templates support a trigger and random switching between up to 10 images
How to promote a branded effect after launch
An effect does not spread on its own. In the first days, users need to see it. The Branded Effects page is an additional discovery area that shows videos made with the effect together, while the Branded Effects panel moves the effect ahead of the other options on the camera screen. On top of these, we amplify a creator video that uses the effect in the feed with Spark Ads.
Before launch, we check the sponsor mark on the effect page and the link to the brand's TikTok profile. If a user who moves from the effect page to the profile finds only two old posts, interest does not turn into follows. That is why, before the campaign starts, we have a few videos published on the profile that use the effect and show the product, ready to welcome visitors arriving through the effect.
How to measure a TikTok branded effect campaign
The outcome of an effect campaign is participation, not clicks or sales. We look at how many people published a video using the effect, how many times those videos were viewed, and visits to the effect page. If we want to read the sales impact separately, we set up a simple growth experiment comparing the campaign period with the period before it and track changes in branded search and site traffic.
Branded Effects: when do we recommend it?
We recommend it
- Beverage, snack, cosmetics and entertainment brands targeting young audiences
- Categories where products can be tried on virtually, such as eyewear, makeup and accessories
- Teams that want to grow a launch through user participation and have a few weeks to prepare
We don't recommend it
- Campaigns judged on short-term sales or form submissions
- Projects that want to start production before the effect's launch date is confirmed
- Regulated industries that restrict user content because of their product category
How we manage Branded Effects
- Quote requestWe request a written quote from TikTok covering effect type, launch schedule and cancellation terms.
- Effect conceptWe prepare two or three ideas that give users a reason to use the effect and compare them with category examples.
- Production decisionWe choose between a custom AR effect and a Quick Effect template based on timeline and budget.
- Sponsor and page settingsWe check the sponsor mark and profile link on the effect page.
- Launch contentWe line up creators to use the effect on day one and support their videos with Spark Ads.
Branded Effects: metrics and requirements
Metrics we track
- Videos published with the effect
- Views of effect videos
- Effect page visits
- Shares
- Change in branded search
What you need to get started
- A written effect quote for Türkiye from the TikTok sales team
- Product images, logo and 3D models if needed
- Creators to use the effect in the first days
- A few weeks of lead time for production and approval
Official sources
The Brand Move TikTok Team
Contact us nowTo learn more about Branded Effects or other TikTok ad formats, contact The Brand Move TikTok team today.
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TikTok Ads overview
Other TikTok Ads campaign types and ad formats
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The full-screen, sound-on video seen first when TikTok opens. Reserved with guaranteed impressions for launches and major campaign days.
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TikTok's AI campaign type. Automation is switched on module by module and works with Sales, App, Lead Generation and Traffic objectives.
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TikTok lead generation ads via Instant Form, website form or messaging, with lead quality shaped by form design and CRM sync.
ExploreTikTok Ad Network
TikTok Ad Network (Pangle) takes TikTok ads into third-party apps; we use it for app installs and extra reach, with its own ad group and quality checks.
ExploreFrequently asked questions
Branded Effects: frequently asked questions
How many people will use our branded effect? Is there a guarantee?
Participation is not guaranteed. How much an effect is used depends on how appealing the idea is, on panel and page visibility, and on creator support in the first days. That is why we never plan the effect on its own, but together with the media budget that makes it visible.
Are Branded Effects and Branded Mission the same thing?
No. Branded Mission invites creators to make videos around a mission and turns the best ones into ads. A Branded Effect can be added to that campaign or planned on its own. When we run both together, creators also use the effect in their videos.
What is a TikTok Quick Effect?
Quick Effect is a faster alternative to a fully custom AR effect, available with Branded Mission. A product image or logo is added to ready-made templates such as Hand Tracker, Head Tracker, Screen Sticker or Green Screen. Whether it is set up in Ads Manager or chosen from a representative's list varies by region.
Can we buy TikTok Branded Effects in Türkiye?
Yes, through the TikTok sales team, which quotes per campaign. We request a written quote covering effect type, launch schedule and cancellation terms, and confirm at that stage how Quick Effect templates are offered in Türkiye.
What happens if we cancel effect production?
Once the effect designer is contracted, cancellation is governed by the agreement with TikTok. That is why we do not contract the designer until dates and budget approval are confirmed, and we go through these clauses with you before signing.
Let's run a first Branded Effects review together.
In a free call we review your creatives, pixel and Conversions API setup and audience structure, then send you the first three opportunities in writing.
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