Looking for ways to maximize your TikTok campaigns and ensure your ads resonate with TikTok’s audience?
This might help: Earlier this year, TikTok launched ‘Instant Page’, which meallows brands to connect their TikTok ads through a Lightweight, native landing page built inside TikTok that loads up to 11x faster than standard mobile pages.
As you can see in this example, via Instant Page, TikTok users can watch videos and images, slide through carousels, or even click buttons to explore another destination, all without leaving TikTok.
That can help brands alleviate concerns about slower load times and lag, which can make potential customers lose interest, especially TikTok users with their ever-shorter attention spans.
More than this, however, in a new tips post, TikTok also says that Instant Page can be great for providing additional contextual details and information, to boost campaign performance.
“Instant Page is especially useful for informing, educating and engaging users on complex topics where ad creatives can’t go into the necessary detail, for example for financial brands. With added vital information about the product and service clearly listed on the instant page, it provides potential users with the points of consideration needed to make stronger judgments before purchasing. This, in turn, shortens your decision-making time.”
That can make it easier to showcase the key features and added value of your product, all within the app that users are already active in and familiar with, before taking the next step.
TikTok further points out that its users actually prefer to be directed to a page within the platform, rather than being redirected to an external website or app.
“Our platform campaign results prove it time and time again. Campaigns that use an instant page reduce their cost per acquisition by up to 75%, compared to campaigns that don’t use the feature. Not only that, these campaigns also achieve a 25-35% higher click-through rate on call-to-action buttons within the instant page. That means that for every three or four people who view an advertiser’s instant page, at least one person will interact with the CTA button.”
It could be a good consideration, and if you’re considering Instant Page as a possible addition to your ads, TikTok has also shared some tips and key notes on best practices:
The key TikTok tips are:
Create an instant page using one of our many available templates or customize your own from scratch.
Set up several different Instant Pages to test their various effects on your selected audiences.
Include a broader target audience at first, then narrow it down to higher-performing segments.
Have at least one call to action button.
Choose a distinctive call-to-action button design that matches your brand style, color, etc.
Consider the average view rate and average view time of your instant page together to get a comprehensive understanding of page performance.
Page views on the site and clicks on call-to-action buttons are also important metrics to watch.
It could be a valuable asset, and with the holiday shopping season fast approaching, it could be a key consideration in maximizing engagement with TikTok’s increasingly impatient user base.
You can learn more about TikTok instant page tools here.
Source: www.socialmediatoday.com