Brands can now tailor their TikTok videos with augmented reality effects thanks to a new tool from Camera IQ.

Camera IQ enables brands in beauty, consumer packaged goods, media, entertainment and other segments to easily create AR experiences, with no technical expertise required.

Its platform features preset templates and a friendly UI to allow brands to create AR experiences once and launch them at scale to Facebook, Instagram, Snapchat and now TikTok.

The service was built for Effect House, the platform that TikTok recently launched to allow anyone to build community effects for its platform.

In preparation for the public release, Camera IQ has already partnered with customers including Cartoon Network and Smashbox to launch AR effects for TikTok.

Sarah Lively, Director of Social at Cartoon Network, said: “AR represents an incredibly effective way to engage our fans, enhance our storytelling capabilities, and expand our reach through organic and viral growth. Camera IQ makes it easy for brands like us to create, deploy and analyze the performance of AR experiences for all of the top photo and video-based social media apps.”

Smashbox worked with Camera IQ to launch a TikTok AR effect for its line of Photo Finish Primers. It says its “Smashbox Illuminate” effect quickly became its most viewed branded content ever on TikTok, earning over 50 percent engagement in its first 10 days.