Effect House is a powerful AR tool that makes it easy to create, publish, and share high-quality augmented effects for TikTok.
The Developer Community Team analyses qualitative and quantitative user feedback data, including support tickets from top creators, Discord, Technical Forum and other channels, and distil it into actionable insights for Effect House Product and Engineering teams.
The team then work closely with Product, Product Ops and Content Team to understand and prioritise these insights to ensure the most important issues and requests are captured on the the overall TikTok Effect roadmaps.
What DO I DO AT TIKTOK AR | EFFECT HOUSE
0 to 1 Community Building
→ Lead the development of AR product and creator tool community ecosystem in APAC.
→ Established documentation for the team and implemented internal tools + dashboards that enhanced operational efficiency.
→ Spearhead initiatives such as: creator upskilling project; creator monetisation program, partnerships with brand like Genshin Impact, Mobile Legends and Netflix.
→ Provided regular updates to
leadership and
defined the team's scope and OKR, working closely with Product team and country market leads.
We used Discord as main form of communication with our designers.
We grew the server from 400 users during beta to 300,000 in 2024. Some of the initiatives I launched were:
Launched global and regional challenges
Genshin Impact Challenge
Launched the first Effect House global gaming challenge in collaboration with Genshin Impact. The success of the challenge shaped product direction towards gaming ecosystem.
Ramadan Challenge
Crossregional collaboration to increase effect supply and creator growth in South East Asia, Middle East, Turkey, Africa and parts of EU. This became the most successful challenge of all time, in terms of number of submissions, participants and impact in TikTok content ecosystem.
Effect House Story
Short video challenge to highlight the vibrant community of Effect House. The winners' videos get to be featured in Effect House Open House global conference!
Led Creator Growth
Accelerator
Launched a global upskilling program for 180+ designers in 14 regions. The program aims to increase these designers' effect performance and is comprised of check-ins with seminars that deep-dive into their analytics, effect and video performance, content strategy and bespoke technical training.
The programs resulted in a significant boost in viral hit rate, technical proficiency, and follower growth, with high satisfaction ratings.
Mentor and Mentee
Pioneered the first upskill program for the community in Indonesia. Led, strategized and executed upskill program for 40+ creators in Indonesia, hosted by fellow creators. The program successfully increased the usage of advanced tool/features by 196%.
As a leader and project manager, my role included strategizing, budgeting, stakeholder engagement, and analyzing results for both initiatives.
Organized Virtual and In Person Events to Empower Creators
Product Roundtable
Managed product roundtables and meetups across USA (VidCon), Singapore, Korea, Japan and Indonesia.
Awards
Co-planned TikTok Effect House Korea and Japan Awards. Coordinated awards for Effect House creators in annual TikTok Awards Indonesia and Philippines.
Open House
I developed and implemented strategic initiatives to enhance the community aspect of the Conference, including organizing the Archi Awards nomination process and coordinating a pre-event short video challenge. These efforts aimed to generate anticipation and offer creators a platform for engagement.
Additionally, I conducted virtual interview sessions with leading creators as part of the main conference program.
Meet Archi
Bringing Archi to life has been one of my most exciting and enjoyable projects at TikTok! Collaborating closely with our incredibly talented Design Team, I helped plan a series of fun events and initiatives for 2024, including creating Archi animations that truly connected with our creators. From cheering on creators during the Game Jam challenges to celebrating Effect House's anniversary, Archi has quickly become a beloved mascot in our community.
One of the highlights was distributing Archi figurines during our Open House event worldwide. It's been heartwarming to watch creators take Archi on adventures across the globe!
