TikTok Boosts Load and Response Times for Ads With Instant Pages

An excessively long loading time can be a bit of a death blow in this modern day and age since most people would want things to load more or less instantly. This is something that is especially true in the world of advertising as well as ecommerce, with most users clicking away if the page they are trying to get to takes more than a little while to load. Many platforms are cognizant of this and are trying to make changes to facilitate it.

TikTok has been trying to turn itself into a hub for advertising, and it is attempting to position itself as an ecommerce hub as well for the most part. One new feature that the platform is starting to offer is called Instant Pages. The way this works is that a brand can connect a light and fast loading landing page to any and all ads that they put up on the platform. If a user is interested in the product or service that is being advertised, they’d be taken to the landing page whilst staying on the TikTok app.

This can prove fruitful for advertisers for two reasons. Firstly, it will provide vastly improved loading times due to the lightweight nature of these landing pages. Secondly, it deals with the oft negatively perceived out of app navigation that might put users off a certain ad. Most users don’t want to have to navigate away from an app when they tap on something, so the fact that the landing pages are built into the app itself is a useful way to mitigate that problem.

One thing that should be noted is that TikTok is taking a leaf out of Facebook’s book in this regard. Facebook recently implemented a feature like this as well called Instant Articles. The premise is the same, with content being hosted on the platform instead of on a third party. This can boost engagement rates as well as benefit the platform itself by making it so that users stay within the confines of their own apps and sites instead of navigating away which might not let them come back to the app and continue using it.

Read next: TikTok Creators Are Complaining Across The Platform Over Generating Very Little Earnings For Their View Counts
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