TikTok following global trends and competing with Instagram and Snapchat, begins to use augmented reality in its advertising products. The new advertising format called “AR brand effect” will allow TikTok users to add interactive visual effects from advertisers to their videos that interact with the physical environment around them. Such videos will contain sound effects and will be clickable. The social platform plans to significantly increase the number of its advertisers. A global rollout of “AR Brand Effect” is due at some point in Q3 2020.