Context-based media effect application

A non-transitory computer-readable storage medium storing instructions configured to cause one or more processors to:

• access, at a media effect server, a video stream on a data channel connecting the media effect server to a sending client;
• receive an instruction to apply a media effect to the video stream, wherein the media effect is associated with a plurality of tiers, each tier associated with a predetermined level of recipient client engagement and a predefined audible or visible augmentation configured to be added to the video stream, and wherein an increasing level of recipient client engagement beyond one or more of the predetermined levels is associated with a higher tier of the media effect;
• apply a first tier of the media effect to the video stream by adding the predefined audible or visible augmentation associated with the first tier to the video stream, the applying performed at the media effect server;
• receive input from a plurality of recipient clients;
• accumulate the input across the plurality of users;
• determine that the accumulated input has exceeded the predetermined level of recipient client engagement associated with a second tier;
• and
• augment the predefined audible or visible augmentation associated with the first tier with the predefined audible or visible augmentation associated with the second tier in the video stream, the augmenting performed at the media effect server based on the accumulated input.

An apparatus comprising:

• a non-transitory computer readable medium configured to store instructions for facilitating a video communication;
• and
• a processor configured to execute the instructions, the instructions configured to cause the processor to:
• access, at a media effect server, a video stream on a data channel connecting the media effect server to a sending client;
• receive an instruction to apply a media effect to the video stream, wherein the media effect is associated with a plurality of tiers, each tier associated with a predetermined level of recipient client engagement and a predefined audible or visible augmentation configured to be added to the video stream, and wherein an increasing level of recipient client engagement beyond one or more of the predetermined levels is associated with a higher tier of the media effect;
• apply a first tier of the media effect to the video stream by adding the predefined audible or visible augmentation associated with the first tier to the video stream, the applying performed at the media effect server;
• receive input from a plurality of recipient clients;
• accumulate the input across the plurality of users;
• determine that the accumulated input has exceeded the predetermined level of recipient client engagement associated with a second tier;
• and
• augment the predefined audible or visible augmentation associated with the first tier with the predefined audible or visible augmentation associated with the second tier in the video stream, the augmenting performed at the media effect server based on the accumulated input.