• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Social Media Marketing

Facebook Rolls Out Instant Articles To All Publishers

Facebook's Instant Articles will be rolled out to all publishers starting April 12.

Tamar Weinberg on February 17, 2016 at 1:53 pm
  • More
facebook-newsfeed2-ss-1920

In just a few months, everyone can become a Facebook publisher. The company announced that on April 12, any publisher can host content directly on the social network.

The popular program, which was launched nine months ago, gives publishers the ability to create interactive articles directly on Facebook, offering a rich media experience with fast load times. The idea at launch was to give Facebook users the ability to consume content seamlessly, ensuring that publishers still monetized from the experience. The program was initially supported with nine partners, including The New York Times, BuzzFeed, The Atlantic, BBC News, National Geographic and NBC.

On April 12, that list of publishers, which has since grown into the hundreds, will expand further to anyone who chooses to opt in. In its announcement, Facebook acknowledges the rationale behind the rollout: “Slow loading times on the mobile web created a problematic experience for people reading news on their phones.”

Regardless of publisher size (and possibly more problematic for smaller publishers without the server and network resources larger publishers have), Facebook is aware that the user experience is diminished when a user tries to consume content off-site, only to have the page load slowly. By offering Instant Articles to everyone, Facebook solves a pain point affecting all users. Instant Articles also benefits the publisher with direct-sold ads that enable them to keep 100 percent of their revenue, in addition to giving them the opportunity to view Facebook or third-party analytics on article performance. Plus, Facebook enables publishers to further monetize their content using the Facebook Audience Network.

Does that mean Facebook will become more of a publishing platform for all, and will publishers migrate more to Facebook for a better user experience for their readers? Time will tell. Those utilizing this technology, however, are likely spending more time on Facebook, and therefore, Facebook wins with additional ad revenue.

There are certainly concerns voiced by publishers that this could make them a little too dependent on Facebook for traffic, but only publishers can make that assessment on their own to see if it’s worth the investment.

More information about Instant Articles can be found here.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Tamar Weinberg
Tamar Weinberg is a professional hustler and author of The New Community Rules: Marketing on The Social Web. She blogs about all things tech, productivity, and social media customer success at Techipedia. She can be found on Facebook, Twitter, and LinkedIn, among other sites.

Related Topics

Channel: Social Media MarketingFacebook: Instant ArticlesSocial Media Marketing

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

White Papers

  • B2B Marketing Trends Shaping 2021
  • State of Email Marketing 2021 Report
  • Three Pillars of CRM Data Management
  • What Customer Experience Means in 2021
  • The 7 Phases of a Website Redesign
See More Whitepapers

Webinars

  • Crawl Your Way Towards Better Search Results With Dynamic Rendering
  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $99

h
Receive daily marketing news & analysis.

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.