In a dedicated blog post, Facebook announced a new feature that brings content from selected publishers directly into the Facebook Mobile App, making articles load much faster and aiming to enhance the relations between publishers and readers. New York Times or National Geographic are among the selected publishers that are already live with this feature, so you’ll be able to see their articles appear in your feed.
Having in mind that mobile visitors are growing and the demand for a richer experience on mobile is continuing to grow, Facebook announced that the stories that are shared take an average of eight seconds to load, by far the slowest single content type on Facebook. “Instant Articles makes the reading experience as much as ten times faster than standard mobile web articles,” said Facebook.
Along with a faster experience, Instant Articles introduces a suite of interactive features that allow publishers to bring their stories to life in new ways. Zoom in and explore high-resolution photos by tilting your phone. Watch auto-play videos come alive as you scroll through stories. Explore interactive maps, listen to audio captions, and even like and comment on individual parts of an article in-line.
Instant Articles gives publishers control over their stories, brand experience and monetization opportunities. Publishers can sell ads in their articles and keep the revenue, or they can choose to use Facebook’s Audience Network to monetize unsold inventory. Publishers will also have the ability to track data and traffic through comScore and other analytics tools. Fundamentally, this is a tool that enables publishers to provide a better experience for their readers on Facebookâ€ said Facebook Chief Product Officer Chris Cox. â€œInstant Articles lets them deliver fast, interactive articles while maintaining control of their content and business models.
Mark Thompson, President and CEO, The New York Times Company said, â€œThe New York Times already has a significant and growing audience on Facebook. We’re participating in Instant Articles to explore ways of growing the number of Times users on Facebook, improving their experience of our journalism and deepening their engagement. We have a long tradition of meeting readers where they are and that means being available not just on our own sites, but on the social platforms frequented by many current and potential Times users.
It is great to see Facebook trialing new ways for quality journalism to flourish on mobile, said Tony Danker, International Director, Guardian News & Media. â€œThe Guardian is keen to test how the new platform can provide an even more engaging experience for our readers. It is then vital that, over time, Instant Articles delivers recurring benefit for publishers, whose continued investment in original content underpins its success.