Looking to make your brand stand out with TikTok Branded Effects in 2025? This complete guide covers everything from effect types and technical specs to real brand case studies and expert tips for optimization! Let’s get started!
Quick Summary
- TikTok Branded Effect uses AR filters that integrate brand elements into TikTok videos
- Benefits: Boost visibility, UGC, immersion, and conversion efficiency
- Types: 2D, 2D Pro, 3D, 3D Special Effects, Gamified Effects
- Specs: Different pages (Creation Panel, For You Page, Effect Information Page) have diferrent sizes, formats, texts, and CTA requirements
- Optimization Tips: Use clear branding, interactivity, strong openings, and UGC incentives
What is TikTok Branded Effect?
TikTok Branded Effect is a form of advertising that uses brands’ stickers, filters, and motion effects to highlight products, campaigns, and brand names. Users can create their content with Branded Effects in the filter list of TikTok videos. Videos made with this effect display naturally on the For You Page, providing any brands with the opportunity to be discovered.
Branded Effect belongs to Reservation Ads instead of Auction Ads based on bidding methods. This works similarly to purchasing display adverts for publications or websites. Additionally, TikTok will give significant brands and companies a specific amount of impressions and the best ad placements with cutting-edge layouts.
The total number of impressions the units need to acquire will generally determine the total cost of the adverts. However, advertisers have to contact directly with TikTok Sales or Agency (like us) for the use of Branded Effect.
>>> Explore more: TikTok Branded Mission: The secret to a stronger brand identity
Why should you use TikTok Branded Effect?
Branded Effect is the most suitable form of advertising that increases massive brand exposure and customer interactions.
- Boost organic brand awareness: Branded Effects show up in TikTok’s Effect panel and on the For You Page, capturing attention even without paid ads.
- Drive user engagement and UGC: Interactive AR filters encourage co-creation. For example, Samsung’s 3D Galaxy filter inspired 13,700+ user videos and 26 million views during a single campaign.
- Create immersive product experiences: Whether through virtual try-ons or 3D interactions, these effects let users experience products firsthand, perfect for beauty, fashion, and lifestyle campaigns.
- Increase conversion efficiency with stronger brand awareness: A TikTok + Tracksuit study found brands with 40% awareness converted 2.86 times more efficiently than low-awareness brands, and were 43% more conversion-efficient than those at 30% awareness.
Types of TikTok Branded Effect
There are three main types of Branded Effect ads that advertisers can make use of depending on what the campaign’s objectives are:
- 2D
- 2D Pro
- 3D
1. 2D Branded Effect
This is the most basic format, using flat, multi-color images or animations without facial recognition or depth interaction. It’s lightweight and easy to produce. For example, a food brand might overlay animated seasoning packets onto the screen without tracking user movement.
Best for:
- Brands new to TikTok AR
- Campaigns with tight production timelines
2. 2D Pro Branded Effect
An upgraded version of 2D, this format includes facial beautification and virtual try-on functionality. It offers a more realistic experience by tracking facial features to place cosmetics, effects, or virtual items naturally. For instance, a beauty brand can let users try on lipstick shades while subtly enhancing skin tone.
Best for:
- Beauty brands offering facial products
- Gaming or entertainment campaigns with strong makeover visuals
3. 3D Branded Effect
3D effects use dimensional assets like accessories, animated characters, or environments that respond to the user’s head, hand, or facial movement. This format offers a deeper level of interaction and immersion. For example, a brand might place a 3D sunglasses on the user’s head that moves with their gestures.
Best for:
- Luxury brands showcasing wearable items (e.g., glasses, hats)
- Entertainment or gaming IPs with custom characters or avatars
3D Special Effects
Built on the 3D framework, this subtype focuses on creative enhancements like green screens, cloning, and in-effect photo capture. Instead of emphasizing product display, these effects encourage user-generated content and visual experimentation.
Best for:
- Leading or innovative brands in their category
- Campaigns aiming to stand out with high user-generated content
Gamified Branded Effect (GBE)
Also developed from 3D foundations, GBE turns filters into mini-games using interactive elements, timers, and end screens. These effects are designed to be scalable and fun, encouraging users to complete challenges or score points.
Best for:
- Brands aiming for challenge-based participation
- Broad-audience engagement
TikTok Branded Effect Specs
If you want to use the TikTok Branded Effect format, you need to follow the specs of 2 following placements:
- In the Creation panel & For You page
- On the Information Page
Let’s dig into the details.
In the creation panel & For You Page
This is where users interact with your Branded Effect before and during video creation. Clear guidance and interactive elements increase engagement and ensure compliance.
| Element | What It Is | Specs |
|---|---|---|
| Hint Text | Instructions shown to guide users on how to use the effect | ≤ 48 English characters; no emojis, hashtags, or special symbols |
| Clickable Area | Area users can tap to trigger an action (like redirecting to a link) | Max 200×200 px (2D face/hand) or 250×540 px (2D foreground) |
| Hint Pattern Size | Visual cue embedded in the effect design to guide usage | 50×170 px |
| Pop-up Icon | Small icon that appears during interaction | PNG format; 64×64 px, with 46×46 px safe area; file size < 100 KB |
| Pop-up Text | Text shown in the pop-up alongside the icon | ≤ 40 English characters; no emojis or symbols |
| Camera CTA Text | Short phrase appearing during camera preview to prompt user action | ≤ 20 English characters; no emojis or symbols |
| External Link | Link triggered when user taps CTA elements | Required: must be HTTPS, OneLink, or app schema + web fallback |
On Information page
This is the landing page for each Branded Effect inside TikTok’s Effect panel. Optimizing your icon and name ensures visibility and credibility.
| Element | What It Is | Specs |
|---|---|---|
| Icon Image | Thumbnail representing the effect in the Effect panel | 162×162 px PNG with curved corners; file size < 60 KB |
| Effect Name | The official name displayed under your effect | ≤ 30 English characters (18-20 recommended for best display) |
| Description | Additional info shown under the effect name | No character limit; emojis allowed; no URLs or symbols like <, >, & |
| Sponsor Mark | Optional label that indicates the effect is sponsored (for certain regions) | Text ≤ 30 characters; PNG 40 px height, 40-96 px width |
3. Unlockable Branded Effects (Optional Format)
Some effects can be gated, requiring users to scan a QR code or visit a link to unlock them. This boosts exclusivity and engagement.
| Element | What It Is | Spec |
| Unlock Message | Instructions displayed before a user can access the effect | ≤ 100 English characters |
| Redirect Link | Page where users go to unlock the effect | Must be an H5 page or TikTok video; no app redirects allowed |
🔍 Note: All assets must pass TikTok Monetization Integrity review. Third-party tracking is not supported, and impressions are not guaranteed.
Implementing TikTok Branded effect ads is not as easy as other ad formats. So if you are just starting, you can contact Mega Dgital – an official TikTok Marketing Partner – to get professional advice.
Successful Examples of TikTok Branded Effect
Now that you’re familiar with how TikTok Branded Effect’s assets work, let’s explore how top brands have applied them successfully. These real-world examples offer valuable lessons you can apply to your own campaigns.
1. Laneige
Laneige, a leading K‑Beauty skincare brand, launched a Branded Effect centered around its hydration-focused product line. Although TikTok’s summary doesn’t dive deeply into technical details, it highlights the effect as an immersive AR experience that enhanced content creation around skin hydration through facial-tracking visuals.
Results:
- 25 million views
- 420 thousand interactions.
- More than 9,500 videos using user-generated effects
- Sparked a wave of influencer and user-generated content celebrating skin hydration with Laneige.
Key Takeaways:
- Align the AR experience with core brand values: Laneige’s filter reinforced its moisture-focused positioning.
- Make it influencer-friendly: the campaign activated content creators to amplify reach through personal storytelling.
- Scale through organic UGC: positioning the filter as a user tool, not just an ad, drove authentic engagement.
Mucinex
To promote its Nightshift product line to Gen Z, Mucinex rolled out a fully integrated TikTok campaign featuring its first-ever OTC Branded Effect. The effect showcased “Mr. Mucus” dancing in AR alongside users, paired with a Branded Hashtag Challenge (#BeatTheZombieFunk) and original sound.
Results:
- 500,000+ creators participated in the campaign.
- Nearly 6 billion video views in just nine days.
Key Takeaways:
- Combine AR with hashtag challenges and custom music.
- Leverage mascots/characters in AR: Mr. Mucus as a dance partner perfectly matched TikTok’s playful style.
- Quick execution drives momentum: 9 days of high visibility proved enough to reach mass audiences with sustained lift.
Tips to optimize your TikTok Branded Effect
After seeing how brands succeed with TikTok Branded Effects, you might wonder how to replicate that impact for your own campaign. The tips below will help you optimize both creative execution and user interaction to maximize results:
- Strategic Integration: Seamlessly integrate the Branded Effect into your content. Ensure it feels natural and not forced, enhancing the viewer’s experience.
- Clear Branding: Incorporate your brand’s logo, colors, or identity elements within the video using the Branded Effect. This reinforces brand recognition.
- Catchy Opening: Begin your video with an attention-grabbing moment that prominently features the Branded Effect. This encourages viewers to watch further.
- Interactive Challenges: Create branded challenges that encourage users to participate and engage with your Branded Effect. Trending challenges can go viral and boost your campaign’s longevity.
- Community Engagement: Foster a sense of community among your audience by actively engaging with comments, responding to questions, and acknowledging user-generated content.
- Long-Term Planning: Don’t treat your Branded Effect as a one-time campaign. Plan for its long-term impact and how it can align with your brand’s overall marketing strategy.
>>> Read more: TikTok Focused View Ads: How to Convert Viewers to Customers
Final Word
The success of the Brand Effect campaign depends a lot on the brands’ creativity in producing beautiful, easy-to-use, and exciting effects and filters. As one of the branding ads, the TikTok Brand Effect has been in favor of many famous businesses that want to escalate their popularity to another level. If you’re finding a solution to make a massive impact and attract as many viewers as possible, check other branding ad formats for more choices in 2025!
