Best Practices for Instant Pages

TikTok Instant page is a mobile web page created in TikTok. Within an Instant page, users can watch engaging videos and photos, swipe through carousels, and click on buttons to view another location.

In this article, we've put together a list of best practices to help you get the most out of an Instant Page.

Campaign Planning

• Target audience: Start by including a broader target audience and then narrow it down to higher-performing segments. This will show your Instant Page to the most relevant audience.

• Instant Page testing: Set up several Instant Pages to test the effect of different messaging on the selected audiences.

• TikTok on-site page optimization: If you do not have a pixel, consider optimizing and customizing your call-to-action on your button. For example, Click Here on the Instant Page. This is a lower-funnel, higher-consideration optimization than other non-pixel optimizations.

• Reduce friction: Use Instant Page to replace a step of your web page user flow so that the total screens the user needs to click through remain unchanged.

• Complement your ad: Your ad, your Instant Page, and your website should all work together and focus on different elements. Do not just repeat content from your ad on your Instant Page.

• Keep it simple: Put the key info at the top and consider the overall page length. Focusing on a single message, product bundle or event can enhance the scrolling experience.

• Call-to-Action button: To drive more button clicks, choose a distinct Call-to-Action button style and color to make it stand out on your Instant Page. Also, be sure to pin the CTA to the bottom of the page so that it is always visible to the viewer.

Instant Page Components

• Templates: To easily create an Instant Page, use one of the available templates for inspiration.

• Invest in design: Carousels, videos, and a balance of imagery with clear, concise text have all been linked to strong Instant Page performance.

• Logo: Include your brand logo or a representative key visual at the top of your page.

• Video: Use auto-play for videos on Instant Page. Do not repeat video from your ads. Experiment with video at the top and bottom of the page. Large file sizes increase the load time of the Instant Page. The ideal video length is two minutes or less. The max file size is 100MB.

• Carousels: Allows you to present multiple points or items without creating a very long page. The recommended size for the carousel image is 612 x 408 px. Include a landing page link in every image.

• Text: Limit your text to what is impactful. Balance text with visuals throughout the page. Take note of spacing between text and other elements.

Learn how to create and customize Instant Page.