Facebook opens Instant Articles to all publishers

...

As promised, Facebook today opened up its Instant Articles offering to all publishers, allowing anyone to import their content into the social network and add it directly to a user’s News Feed.

The company said that adoption has been “tremendous” with more than 1,000 publishers worldwide. “We see clear evidence that Instant Articles provides a better reading experience for people and a significant boost for publishers looking to reach their audiences on Facebook,” wrote product manager Josh Roberts.

In addition to the general availability of Instant Articles, Facebook has added new partners and tools, including integrations with WordPress, Medium, RebelMouse, ShareThis, Sovrn, Tempest, Adobe Analytics, Chartbeast, Nielsen, Parsely, and SimpleReach.

Branded content is also coming to Instant Articles. The company said that a tag will accompany these sponsored posts, and that publishers can additionally use three more ways to mark such content:

Opening up Instant Articles to all publishers gives Facebook an edge over Google, which has launched its own initiative called the Accelerated Mobile Pages project. Both efforts are designed to avoid slow browser load, but Google’s is open-sourced, meaning that other services like Twitter can use it. However, perhaps one of Facebook’s biggest advantages is the social aspect, where you can read an article within the social network and share it right then and there.

Trevor Paulsen, product manager for Adobe Analytics, told VentureBeat, “Time will tell as to whether Facebook or Google’s solution will be more widely adopted. It’s essentially a question of who gets more traffic — Facebook’s app, or Google’s search engine on mobile Web. We see this as an epic app vs mobile Web battle; Facebook wants to keep you in their app, whereas Google wants you in the mobile Web — both for their share of advertising. Publishers will want to implement both to see which is more impactful to their business.”

“In all, we applaud the intention to create faster mobile experiences — the faster an article loads, the more engaging and relevant it becomes,” he continued. “These days, consumers have very little patience. A recent study commissioned by Adobe showed that if digital content takes too long to load, 78% of respondents would switch or stop altogether. Capturing a reader on a mobile device is determined in the milliseconds.”

In February, Facebook announced the public debut of Instant Articles, which seeks to streamline the way people consume content on their mobile device. This feature first launched last May, when only a select group of publishers had access, including The Atlantic, BBC News, BuzzFeed, The GuardianNational Geographic, NBC, The New York Times, and Spiegel Online. Prior to today, Facebook claimed that a “few hundred publishers” have been onboarded.

Instant Articles has been billed as giving readers a faster experience to consume content, in addition to giving publishers more interactive features to “bring their stories to life in new ways,” according to Facebook product manager Michael Reckhow in a May 2015 blog post.

Some publishers may wonder if Instant Articles simply allows Facebook to cannibalize their content, but that’s not how it works. Publishers can bring ads that they’ve sold into the product and keep 100 percent of the revenue. Facebook’s system will track the data on the ads served through its Audience Network or publishers can use their own offering.

Categories
REVIEWS
0 Comment

Leave a Reply

Captcha image


RELATED BY

  • 5300c769af79e

    Samsung Galaxy S8: What We Know

    The Samsung Galaxy S8 is going to be one of the hottest phones of the year, and it's a critical one for Samsung.With the Galaxy Note 7 being pulled from the market (and many people confusing the Note 7 with the non-exploding Galaxy S7), Samsung needs the Galaxy S8 to bring back its sales and cement its position.
  • 5300c769af79e

    Amazon Underground comes to Italy, Spain, Ireland, and others

    In total the app will roll out to 16 new regions.First launched in August of this year, the Amazon Underground app gives users free access to games and some in-app products that normally require a fee.
  • 5300c769af79e

    Greenpeace: Apple, Google World's Greenest Tech Companies

    Apple, Google, and Facebook are among the world's most environmentally friendly companies, according to a new Greenpeace report (PDF).For the third consecutive year, these three tech companies rank among the highest-performing firms, while newcomer Switch—operator of SUPERNAP data center facilities—takes the top spot.
  • 5300c769af79e

    Report: Google Eyes Gigabit Wi-Fi

    During the company's annual shareholder meeting, Chairman Eric Schmidt this week tipped a wireless technology that could match the speed provided by fiber-optic cables.According to Schmidt, improvements to computer chips and wireless signal targeting have made "point-to-point" wireless Internet connections "cheaper than digging up your garden," The Wall Street Journal reported.