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  • JA

    Justin Adelson

    over 2 years ago #

    Are you asking why someone would want to start creating/posting Instant Articles or are you asking what is the technology behind it that is supposed to make them amazing?

    If the latter, Instant Articles are designed to be fast and responsive so articles are loaded 10x faster and have a lower bounce rate. Also, they are supposed to be more interactive and immersive, which encourages consumption.

    Here's an article about why people love them, both the reader and the publisher: https://instantarticles.fb.com/.

  • MB

    Melissa Bierly

    over 2 years ago #

    As Justin said, I'm not sure if you're looking for a technical explanation here, but I'll try to shed some light on WHY you might want to use Facebook Instant articles.

    Facebook Instant is what I like to think of as a "distributed channel." It's a third-party platform where pieces of content are published in their entirety and it allows your content to reach a wider audience.

    Facebook Instant loads content quickly in the Facebook mobile app. But that means that this content is not actually hosted on your site—it's hosted in Facebook's app. So any content that you push to Facebook Instant is distributed content. It's no longer in a channel that you own and operate like your website. So by integrating with Facebook Instant and pushing your content to it, your content might get seen by more people, but you're sacrificing control for that reach.

    Google AMP (accelerated mobile pages) is similar to Facebook Instant in that it's a technology built to speed up content load times on mobile, but it's used by Twitter, Pinterest, and a bunch of other sites in addition to Google. You can learn more about it here: https://www.ampproject.org/

    Some things to consider if you're thinking about integrating with Facebook Instant:
    - You'll probably need a developer or two to integrate properly.
    - Facebook has refocused to prioritize content from friends over companies in the newsfeed. Many sites have seen referral traffic from Facebook (including Facebook Instant) drop as a result: https://blog.parse.ly/post/6605/google-referrals-amp-traffic/

    Full disclosure: I do product marketing for Parse.ly, which creates tools that offer content creators ways to track audience attention on their sites and in distributed channels.

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