Until recently, Facebook’s super-slick Instant Article format was only available to select Facebook publishers. Now, having worked out the kinks, they’ve opened up Instant Article publishing to everyone.
Hey, good looking
Facebook’s Instant Articles format gives content publishers the ability to present their content to Facebook users via a quick-loading, uncluttered format that looks a lot like it would on the publishers own website.
If you use mobile devices to scroll Facebook, you’ll likely know Instant Articles already.
They’re the ones marked with a little lightning bolt in the corner of the post, and they load faster and look better than traditional Facebook articles.
And they’re more than just a pretty face. Facebook claims that 20% more instant articles are read on average. And, readers of instant articles are 70% less likely to abandon the article.
In a move that will be music to marketers’ ears, publishers will now also be able to publish native ads as Instant Articles. The added flexibility remedies a gripe from early publishers that, as beautiful and popular as the format is, it’s been difficult to monetise.
The upshot: If you publish a lot of content via Facebook—make Instant Articles a priority.
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