In a statement the video-sharing app company said its new product will give brands and retailers the tools to creatively engage with users and market to the TikTok community through storytelling.

Brands will be able to create their own content as well as connect and collaborate with admired influencers and content creators already established on TikTok through its Creator Marketplace platform.

TikTok has also launched an artificial-reality effect called Branded Scan, which allows users to have an augmented-reality experience with any brand.