TikTok embraces augmented reality

The Chinese social network is currently testing a tool to create filters and augmented reality experiences. Now the most downloaded app in the world, TikTok is poised to compete with Snapchat and Facebook in a rapidly expanding niche.

Launched quietly in early August, the TikTok Effect Studio tool is still in the very early stages of development, TikTok confirmed to TechCrunch. Like its rivals Snapchat and Facebook, the Chinese giant has finally decided to ride the wave of augmented reality by offering a tool to create its own filters and experiences in this area.

For the moment, TikTok Effect Studio is at the stage of private beta testing in the United States and other countries, not specified by the social network. A form is already available to sign up and request access to test the tool when it launches. Among the questions, TikTok asks on which support Mac or PC or other, such as Linux, work the developers. This may be a way to decide which operating system to launch the TikTok Effect Studio tool on first.

Augmented reality takes hold on social networks

TikTok has not yet mentioned a specific launch date for its augmented reality tool and preferred to recall that all its tests did not necessarily lead to launches. The consultant specialized in social networks Matt Navarra had already discovered this project on August 14.

The use of augmented reality on social networks has become more and more a must, promoting user engagement. Evan Spiegel, Snapchat’s CEO, had stated that more than 200 million Snapchatters use augmented reality on average per day on its app. In December 2020, Snapchat had announced a $3.5 million fund to further develop augmented reality on its platform. A real gold mine for brands that have already realized the value of their presence on TikTok, the most downloaded application in 2020.