Facebook Launches 'Instant Articles'
Facebook Launches In Feed Publishing
Facebook is to begin hosting content from publishers natively within their feed.
In a post Facebook explains the move:
'As more people get their news on mobile devices, we want to make the experience faster and richer on Facebook. People share a lot of articles on Facebook, particularly on our mobile app. To date, however, these stories 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.'
Initial publisher partners will be The New York Times, National Geographic, BuzzFeed, NBC, The Atlantic, The Guardian, BBC News, Spiegel and Bild.
What's In It For The Publishers?
As reported by the Wall St Journal recently, in exchange for publishing their content within Facebook's platoform, they will receive 100% of revenue for the adverts within the article.
Mark Thompson, President and CEO, The New York Times Company said "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.”
Facebook Users To Get Enhanced Experience
Facebook has admitted that links click within it's timelne can 'take an average of eight seconds to load' so the In Feed articles instant nature will be a much improved experience for users especially on mobile.
Other features to be introduced are:
- 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.
The introduction of Instant Articles will create an interesting partnership as Facebook seeks to become a major player for news distribution. While publishers are keen to secure ehanced access to the audience Facebook offers, their reliance on this leaves them open to being dictated terms by Facebook in the future.