What is Instant Articles?
Instant Articles is a tool for news publishers to distribute fast, interactive articles to their readers in the Facebook app.
How do Instant Articles work?
Rather than loading an article using a web browser, which takes over 8 seconds on average, Instant Articles load using the same fast tools we use to load photos and videos in the Facebook app allowing articles to load as much as 10 times faster than standard mobile web articles. Beyond just speed, Instant Articles allow publishers to provide the same high quality, fluid experience and interactivity that people expect from a mobile app. Instant Articles has been designed with extensive feedback from news publishers. Publishers can serve their own ads and keep that revenue, track readership in real-time and with comScore, and customize the presentation of articles to match their brand.
Will Instant Articles be required for publishers on Facebook moving forward?
No. Publishers have the option to participate in the Instant Articles program. Participating publishers retain full control of their content and publishing schedule, including how much to publish to Facebook. Standard article links will remain accessible from Facebook via the standard mobile browser for publishers that decline to participate. Our expectation is that people on Facebook will appreciate the enhanced accessibility of Instant Articles content, while publishers will see greater engagement for their content as a result.
Why would publishers want to participate in Instant Articles?
There are several benefits for publishers. Faster article loading allows readers to get to content as quickly as possible. Facebook’s experience with other media formats, such as auto-play video, has been that more rapid content loading generates increased content consumption and sharing. We believe Instant Articles will help publishers grow their businesses on Facebook.
Do publishers need to create original content for Facebook?
No. Instant Articles is simply a faster, mobile-optimized way to publish and distribute stories on Facebook, and it supports automated content syndication using standards like HTML and RSS. Content published as Instant Articles will also be published on the publishers’ websites.
How much effort is required for publishers to reconfigure their content for Instant Articles?
It’s a straightforward process for publishers to publish their articles in the Instant Article format because it uses HTML and RSS, standard ways for authoring articles on the web. Facebook translates articles authored for the web in HTML into the Instant Articles format. We also provide tools for publishers to preview articles prior to publication and make sure they display as they intended. Publishers who wish to embrace new elements like interactive maps and auto-play videos can use simple, well-documented HTML tags to enhance their content with rich-media features.
What types of articles work best for this format?
Instant Articles work for any type of article, from daily spot-news coverage to in-depth, longform features.
Do Instant Articles change how publishers or people share on Facebook?
No. Nothing about link-sharing changes. Publishers and readers link to articles just as they always have; there is no need to link or post an Instant Article differently. Each Instant Article is associated with a link, so when a friend or page shares a link in News Feed, readers see the Instant Article version if it is available.
Are Instant Articles available to everyone on Facebook?
For the moment, Instant Articles are only available to people who use Facebook’s iPhone app.
What happens if a reader is not on a device that supports Instant Articles?
People on a desktop computer or other device that doesn’t support Instant Articles will continue to link to the mobile web version of the article.
How will Instant Articles influence referral traffic?
Instant Articles display within the Facebook app, so readers no longer redirect to the publisher’s website. Facebook worked with publishers and comScore to enable Instant Articles views in Facebook’s app to count as traffic to the original publisher, just as they do on the mobile web.
Can publishers sell their own advertising on Instant Articles?
Yes. Publishers can sell in their articles and keep the revenue, or they can choose to use Facebook’s Audience Network to monetize unsold inventory.
How do publishers enroll to use Instant Articles?
Facebook is currently testing Instant Articles with a small set of publishers. The Instant Articles program will expand to more publishers in the future. If would like to participate, please tell us about yourself and we’ll keep you updated.
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