Facebook is set to work with publishing giants such as The New York Times, National Geographic, BuzzFeed, NBC, The Atlantic, The Guardian, BBC News, Spiegel and Bild for its Instant articles app that will make it possible for publishers create fast, interactive articles on the social media.
This comes against the backdrop of people sharing a lot of articles on Facebook particularly on their mobile app.
Along with a faster experience, Instant Articles introduces a suite of interactive features that allow publishers to bring their stories to life in new ways. Zoom in and explore high-resolution photos by tilting your phone. Watch auto-play videos come alive as you scroll through stories. Explore interactive maps, listen to audio captions, and even like and comment on individual parts of an article in-line.
Instant Articles was designed to give publishers control over their stories, brand experience and monetization opportunities. Publishers can sell ads in their articles and keep the revenue, or they can choose to use Facebook’s Audience Network to monetize unsold inventory. Publishers will also have the ability to track data and traffic through comScore and other analytics tools.
Mark Thompson, President and CEO, The New York Times Company said, “The New York Times already has a significant and growing audience on Facebook. We’re participating in Instant Articles to explore ways of growing the number of Times users on Facebook, improving their experience of our journalism and deepening their engagement. We have a long tradition of meeting readers where they are and that means being available not just on our own sites, but on the social platforms frequented by many current and potential Times users.”
“It is great to see Facebook trialing new ways for quality journalism to flourish on mobile,” said Tony Danker, International Director, Guardian News & Media. “The Guardian is keen to test how the new platform can provide an even more engaging experience for our readers. It is then vital that, over time, Instant Articles delivers recurring benefit for publishers, whose continued investment in original content underpins its success.”
“As more people get their news on mobile devices, we want to make the experience faster and richer on Facebook. To date, however, these stories take an average of eight seconds to load, by far the slowest single content type on Facebook. Instant Articles makes the reading experience as much as ten times faster than standard mobile web articles,” said Michael Reckhow, Product Manager
“Fundamentally, this is a tool that enables publishers to provide a better experience for their readers on Facebook” said Facebook Chief Product Officer Chris Cox. “Instant Articles lets them deliver fast, interactive articles while maintaining control of their content and business models.”
Instant Articles is launching on Facebook for iPhone with a special set of stories published by The New York Times, BuzzFeed, National Geographic, NBC and The Atlantic.
“We will continue developing Instant Articles with our partners over the coming months and will listen to feedback from readers to help us improve the experience. For further information about Instant Articles, visit instantarticles.fb.com,” said Reckhow.
