Facebook recently launched the Instant Article tool, in particular, targeting content and news providers. This new feature from Facebook has taken user engagement to a new level. Users will now be able to see the entire article in its original format when providers choose to share an article through this feature.
What are Instant Articles: It is a feature targeted at publishers, bloggers, and content creators who are looking to create instant and creative articles that are engaging. It loads ten times faster compared to mobile webpages! Currently Instant Articles is only available on mobile.
How is it different from Mobile Webpages: The major USP is that the load time is less than mobile webpages. Secondly it emphasizes on user experience where it allows users to zoom in & tilt pictures, all of this being integrated in the Facebook App. The video experience has also improved with autoplay option, captions, and subtitles integration.
What Genre of Content is allowed: Facebook is allowing absolutely any sort of content to be posted. There is no restriction on any genre as long as it abides by the community policy. Instant Articles can be specific to community, blogs, case study, research results, and DIY tutorials to name a few. This new product uses existing tools such as HTML and RSS feed.
What is the Way Forward: This product will help you sell ads on your articles. You can leverage the Facebook audience and keep the revenue that will be generated through selling ads. A publisher can also earn traffic credits through attribution. If a publisher sells ads then it will earn 100% of the ad revenue while Facebook will only keep a 30% cut if the ad was sold through the Facebook Network.
Initially this product was open only to large publishers like HuffPost, Buzzfeed, Washington Times etc. But now it has been opened to all pages large or small.
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References:
http://www.marketingeyedallas.com/blog/marketing/the-next-big-thing-in-digital-marketing-facebook-instant-articles.html
