Updated (See below): 10/26/2015
There’s no doubt that Facebook has cemented itself as an integral part of our online and mobile lives, and now the company is expanding once again – turning the social media site into a native publishing platform. Facebook will partner with big industry names like the New York Times, BuzzFeed, National Geographic, NBC and The Atlantic to kick off initial content offerings – allowing publishers to monetize by selling their own ads, and to customize via unique design and layout elements.
Users have been sharing articles on Facebook for some time now, but according to the company, Instant Articles will load ten times faster than standard mobile web articles. As attention spans continue to decrease and expectations for accessing information quickly and easily increases – this kind of improvement may be just the thing to lure more readers to the site.
[Tweet “Facebook Launches Native Publishing Platform: Instant Articles”]
Catering to the growing expectation that videos and other multimedia features be integrated with the standard article format, the platform will also feature interactive features like:
- Zoom to explore high-resolution images by tilting your phone
- Watch auto-play videos as you scroll through stories
- Explore interactive maps
- Listen to audio captions
- “Like” or comment on individual parts of an article in-line
This branded and customized content integrated seamlessly into a site that many already visit daily is an interesting prospect for publishers – and may eventually become a unique opportunity for other companies and brands looking to extend the reach of their content. From an analytics standpoint, data will be fully trackable through comScore, meaning that the results will be exceedingly measurable and ripe for optimization.
As traditional journalism continues to change and evolve, it will be interesting to see how platforms like Instant Articles and the proliferation of mobile as a means to digest information will change the way that content is published.
A well-written article paired with a couple of compelling images might no longer do the trick, and the interactive features being incorporated into new Facebook content is a timely reminder to think more critically about how readers can more easily interact with stories or content.
Instant Articles Load Faster
Matt Roper demonstrates the difference in load time between Instant Articles versus a Twitter link:
Compare and contrast: Facebook instant articles vs Twitter link pic.twitter.com/IlNCg68fYw
— Matt Roper (@mattjroper) May 13, 2015
Video Demonstration Of Facebook Instant Articles
Here’s Facebook’s video demonstration of Instant Articles:
Introducing Instant Articles, a new tool for publishers to create fast, interactive articles on Facebook.
Posted by Facebook Media on Tuesday, May 12, 2015
Instant Articles Rolling Out To Everyone
Facebook has begun to roll out Instant Articles within the mobile app to all users after a beta testing period. Here’s how they look with an article from The Atlantic as an example:
Here’s what the full article looks like:
Success @ Creative PR
The mission of the Success @ Creative PR newsletter is to help you succeed in your communications career by giving you valuable tips, trends, insights and inspiration that will help you throughout your career. Each issue includes a cool new tool like this one! Click the button below to subscribe: