July 17, 2016

Why Facebook Instant Articles is Good for Publishers

On May 31st Facebook introduces instant article feature, just facilitating the publishers. The publishers for the first time can post their long term contents directly on Facebook. An instant article is an HTML5 document that is optimized for the fast mobile performance, with improving capabilities, related to storytelling, branded design, and customizable visual display.

The instant article feature allows the publishers to distribute their contents directly on Facebook, by using the Facebook mobile app as a native medium. Last spring Facebook introduces a pilot platform, by selecting a few premium partners, that includes NewYork Times, BuzzFeed, and The Atlantic. The instant article feature, gave a free approach to publishers like it allows them to share their articles on Facebook in a way as they publish it on their websites. However, with the collective elements that are designed to enhance the mobile viewing experience, the instant article feature is only accessible to Android and iPhone users.

Least or best of times:

Facebook insistent that, instant article feature is beneficial for publishers, as it allowed them to publish their articles in an efficient manner, to create better end usurer’s experience. By this feature, the publishers can post their articles up to 10 times faster than its hosted mobile websites, as it takes far less to display on members mobile screens.

Publishers, on the other hand, are unsure, of the wary platform and understandably so. There is fear with the mesh associated with “digital sharecropping”, like enhance your business dependency over some one’s others property. There are  also some uncertainties across media surrounding the visibility of models in this age of desktop models, ad blocking browsers, and mobile advertising clarity anguish
Depending upon, what you want to achieve with your article or content, the instant article feature is a feasible solution for you.


Trying the Platform on for Size:

Now it is time to move away from your digital sharecropping slur and start viewing your article in a fully mobile asset. The publishers do not have to focus on driving traffic towards a fully owned media property. The instant articles feature can be served as a relatively an easy platform to experiment with it.

For streamline uploads and improved workflow efficiency, the “WordPress Plugin” is available, and for using Drupal, the “integrated solution” is also available. As the publisher develops the basic setup, as a one-time requirement, then it is possible for the publisher to automate the instant article production fully via from their content management system.

Besides all these arguments to avoid instant articles like a contagion, there are some coercive reasons, to see how instant articles fulfill your goals as a content producer. There are five of a fascinating benefit that Facebook instant article platform offers.


Better Audience Experience:

For better user experience, loading time is critical. Data indicates that even a single second delay can cause up to 7% loss in switching. When the content that we want don’t appear in seconds on our small screens, we lose of patience and bounce.

The instant articles are optimized in such a way that they open the app, instead in a standard mobile web application. They open up to ten times faster and provides a simple way to towards readers to view, enjoy and share the article. The instant articles have 7% lower bounce rates and 30% faster share rates than standard mobile web articles.


You can cast with the platform:

Facebook allows the publishers to sell and serve own media ads and displays. While keeping the revenue the 100% safe, Publishers also have the option to display ads with the Facebook Audience Network. By this option, they held 70% of the revenue and gave rest of 30%  to Facebook.

The overall growth of the Facebook is sustain by mobile ads, which accounts for 78% of the companies revenue, and 74% of their total revenue.


Content Discovery Network:

For content discovery purpose, peoples are already using Facebook more than any other channel or medium, so there is no hesitation that the platform can deliver towards audience members if content findings motivate them according to their taste preferences.

Facebook data shows that instant articles format renders up 20% higher click-through rates on content links than other mobile publishing formats.

Control Over Branding:

Publishers must have excellent control over content experience branding options. By such control publishers can adjust colors, fonts and even can add logos or other embedded media in articles contents. Though the publishing platform does not have the branding adaptability, of yours, own property, so the control that publisher has their content or property, is far greater than what they have on the LinkedIn pulse.

This creates a more compelling content branding experience, towards the audience, which is important for catchy.


Assimilation with Measurement tools:

With a variety of analytical tools, the publishers can measure the number of pages views of instant articles, including comScore, Google Analytics, Chartbeat, Omniture, and AdobeAnalytics.If the publisher assimilates the reporting data properly, then the publisher will be able to highlight content paths, to switch from a single dashboard, behindhand of if the content in question is in an instant article or it may in publisher's own website.

The publisher can also use a third-party for the construction of the customized dashboard according to the required need to track instant Articles performance from any number of another platform.

Image Credit: thecountrycaller

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