In fact, customers normally feel frustrated and impatient when waiting for the long loading time from the ad to the homepage. Not only that, it might be interrupted if they have to leave the app and go to another to discover more about brands.
So, are there any solutions for that? Of course yes. All of the customers’ problems can be solved with the help of TikTok Instant Page, a powerful tool, that can streamline customers’ journeys with a speedy experience.
In the article, we will show you everything you need to know about this amazing tool to help brands drive higher conversions and more leads to their website.
Table of Contents
What is TikTok Instant Page?
Instant page is a fast-loading and engaging landing page that allows users to view your products and explore more about brands without leaving the TikTok app. It’s estimated that an Instant Page loads up to 11 times faster on TikTok than a standard web page.
TikTok Instant Page offers a wide range of templates so that brands can customize their own landing page to show their key value and catch customers’ attention. On the other hand, you may tailor ad delivery based on conversions and actions that take place on your Instant Page. TikTok Instant Page is currently available for:
- Buying Type: Auction, Reach & Frequency
- Advertising Objective: Traffic, Conversions, Reach, Video Views
- Split Test: Supported
- Promotion Type: Website (Traffic and Conversions Objective only)
- Placement: TikTok, Pangle
- Ad Format: Non-Spark Ads, Spark Ads
- Cards: Display Card, Gift Code Card
Let’s take a look at the excellent example below:
LowerMyBills leveraged this new tool for their marketing campaign and it actually drove better results with a 20% decrease in CPA compared to the brand’s platform ads that didn’t include TikTok Instant Page.
Why do we need to use TikTok Instant Page?
Smooth experience for users
When it comes to the customer experience, Maya Angelou, a civil rights activist, quote that they didn’t recall exactly what happened, but they do remember that positive feeling at the end. As a result, brands must take care of every step in the customer journey in order to provide them with the best experience.
It’s when the TikTok Instant Page comes in handy. It makes users’ experience more seamless and enjoyable than ever before. Specifically, by clicking a call-to-action button or a card in In-Feed Ads, it drives users immediately to the homepage at various products shown, and they can make a purchase.
Fast speeds
The duration of loading up from the TikTok Instant Page is 11 times faster than the standard mobile web. This could minimize significantly the waiting time for users and hold them on for longer to discover anything in your brands.
With the Instant Page, customers can view products in more detail directly without leaving TikTok app. This makes their buying journey faster and easier than ever on online shopping platforms.
Flexible customization
The space for creativity on TikTok seems endless, which is why they encourage brands to leverage all kinds of its features to build their own stories. TikTok’s Instant Page is no exception.
Specifically, by offering a variety of templates and components, brands can customize their instant page in their own way to deliver business messages and target the right audience.
How to create a TikTok Instant Page?
Step 1: Set up a Campaign & Ad Group
After logging into TikTok ads manager, follow the steps shown below to set up a campaign and ad group:
Choose Campaign, then click Create
Set up Campaign objectives and choose from Traffic, Conversions, Reach, or Video Views.
- For traffic campaign
In the Ad group, click Website under the Promotion type
Select the TikTok Pixel you want to use to track your events on your website, then choose an Optimization Event.
- For the conversation campaign
Choose External Website or TikTok Instant Page
If you selected External Website, choose the TikTok Pixel, then fill in an Optimization Event
If you selected TikTok Instant Page, choose an Optimization Event
Select Automatic Placement or Select Placement
Note: If you choose Select Placement, ensure that you include TikTok and/or Pangle
Complete the rest of the setting Ad group: creative type, targeting, budget and schedule, bidding and optimization.
Step 2: Set up the Instant Page Builder
On the Ad page, select Single Video.
Under the Destination page, choose TikTok Instant Page and click +Create
Next, choose an Instant Page Template
You can choose from some kinds of templates below depending on your goal:
- Customize: Freely build an Instant Page that fits your brand value in order to reach the right audience
- Products for sale: Describe specifically what kind of products your brand offer and discounts
- Brand story: Create a deeper connection with customers by sharing why and how you get started in your business
- Introduction and brand pitch: Give a brief overview of your business and encourage potential customers to learn about and use your goods and services
- Movie trailer: giving TikTok users a full movie trailer with the choice of a landscape view to enhance your brand image
And finally, you just need to click Confirm.
Step 3: Customize your Instant Page
Once you choose the template for your Instant Page. Let’s follow some steps below:
- Click the pencil icon to name your Instant Page
- Select a Color Scheme
- Add a component
If you want to add a component, click + or Add a component
Instant page support some kinds of components below:
- Header: Add some text or an image to the top of your Instant Page.
- Image: Include an image that can be made into a hyperlink.
- Video: Feature a video on your Instant Page.
- Button: Add a call to action button that directs visitors to a landing page or an app download page.
- Carousel: Create a slideshow of images within your Instant Page.
- Text: Insert text blocks that can be formatted.
- Coupon Code: Use a discount code to promote a sale (if applicable) and emphasize the % off the regular price.
Do note that if you want to create an Instant Page from an existing website, click Instant Create, enter the URL and then click Generate.
Step 4: Access the Instant Page Library
Go to Ad details, click TikTok Instant Page and choose +From library
- To use a completed Instant Page, select one with the status Ready and click Confirm
- To continue editing the draft Instant Page, select one with the status Draft and click Edit
- To copy a completed Instant Page, select one with ready status and click Copy. The Instant Page Builder will open, and you can rename or edit any components
- After you add Instant Page for your ad, click Submit to ready to public
Step 5: Track down-funnel events by adding a Pixel
After creating your Instant Page, you can add a Pixel to your ad. It will allow you to track and associate activities that take place on your website with your ad. To add a Pixel, follow these steps:
- On the ad creation page, look for the Tracking > TikTok events tracking module.
- Choose a Pixel from the drop-down list for Website events or click the add page icon to add a new one.
- Repeat this process for each ad in the ad group where you want to assign website conversion events. You must add a Pixel at the Ad Group level if you choose “Website conversions” as your objective.
- Click Submit to publish your campaign after finishing generating your ad and adding Instant Page.
TikTok Instant Page best practices
- Take advantage of templates: Use one of the provided templates to simply create an Instant Page. These templates are editable but serve as starting points for inspiration. Choose Customize if you wish to create an Instant Page from scratch.
- Replace, don’t add: Utilize TikTok Instant Page to replace a step in the user flow of your website while keeping the total number of screens the user must navigate through the same.
- Enhance Your Ad: Your website, instant page, and advertisement should all coordinate while concentrating on various aspects. On your TikTok Instant Page, don’t just repeat content from your ad.
- Keep it short & simple: Consider the entire page length and place the important information at the top. The scrolling experience can be improved by concentrating on a specific message, group of products, or event.
- Invest In Design: Appearance matters. Top-performing TIPs should be well-built, rather than too complicated. Strong Instant page performance has been correlated with carousels, films, and a balance of clear, clear text with appropriate amounts of graphics.
- Try out different versions: Experiment with multiple versions to determine which ones work best for you.
- Create a floating CTA: Make sure the audience understands the action you want them to do and how simple it will be to do so. To ensure that users can always discover a CTA, pin it to the bottom of the Instant Page. Additionally, choose a unique Call-to-Action button style and color to make it stand out on your Instant Page in order to encourage more button clicks.
Amazing TikTok Instant Page example for brands to leverage
Get Contact, a global free caller avoids spam and unwanted calls and just only lets people you know contact you. Let’s see how this brand applies Instant Page to enhance customer experience.
With TikTok Instant Page, instead of going to the Apple store to download the app, users can directly install the Get contact app in TikTok. In addition, without the help of technical teams, the TikTok instant page allowed them to develop an eye-catching home page that shows their product value as protecting users from undesirable calls and accessing Getcontact’s messenger.
There is a significant difference in comparing the outcomes of running a campaign with and without an Instant Page. Specifically, they reduced their CPI by 29% while raising their CVR by 23% using Instant Page!
Ready to create TikTok Instant Page for your business
Have not set up TikTok Instant Page for your business? If not, why not try it now? It would be essential to include this tool in your marketing strategy to increase Traffic, Conversion, Reach, and Video Views. Additionally, with all of the benefits it offers, customers will feel satisfied and enjoy a seamless shopping experience.
If you need any help in launching a marketing campaign especially running the TikTok ad, feel free to contact our experts via live chat or try our NestAds app.
