Looking to maximize its on-platform business engagement and boost revenue opportunities, TikTok is introducing a new ‘Instant Page’ shopping display option, which will enable brands to connect their TikTok ads through a lite landing page that’s built-in to TikTok. These Instant Pages are said to load up to 11 times faster than standard mobile pages. You can view more details on this trailer.
As TikTok explains:
“Within an Instant Page, users can view videos and images, swipe through carousels, or click on buttons to explore another destination – all without leaving the TikTok app. Instant Pages are easy to build and customize for your brand.”
In An Instant
The process is pretty similar to Facebook’s ‘Instant Articles’, where content is built into the app itself, as opposed to simply embedding links and referring users off to third-party websites. At least in the case of Instant Articles, such an approach comes with inherent issues, like the limitations it imposes on publishers for data collection. TikTok’s Instant Pages aims to be a bit different in that they’re more focused on supplying direct conversions for brands, but whether that’ll be the only focus is still up for consideration. The main concern in this regard would be if people are not clicking through to your site; not getting real referral traffic data can be problematic – how significant an impact this will have ultimately comes down to your goals and methodology.
Setting up an Instant page requires a business to have an eligible ad on the TikTok Ads Manager. Once that’s good, they can then build an Instant Page as their campaign’s destination link. The Instant Page builder tool grants you access to the following templates:
Customize
Freely create an Instant Page to provide a better experience for your target audience.
Products for Sale
Provide details about your products and promotions.
Brand Story
Build brand influence by sharing your brand’s story, products, and services with customers.
Introduction & Brand Pitch
Introduce your brand and encourage new customers to discover and try your products or services.
Movie Trailer
Improve your brand image on TikTok by providing your viewers with a full movie trailer experience with the option of landscape view.
In addition, you can also add videos, carousels or product display elements, coupons, product shots, and more to your Instant Page/s. Once created, you can then save your Page to your TikTok Ad Library, allowing you to add it to multiple campaigns.
The Wrap
It’s certainly an interesting way to add more direct and engaging elements to your TikTok promotions, helping you deliver an overall better user experience. However, it is worth noting that by referring users to what’s essentially an internal page, you do lose referral benefits and insights. The feature is still in testing, available via a TikTok sales rep, but they’re likely to be rolled out soon, so it’d be best to simply wait and weigh the pros and cons.
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