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Instant Articles launched for social media publishers


Instant Articles launched for social media publishers

Facebook has announced that its long-awaited collaboration with international news suppliers has been made available.

Working with the likes of Buzzfeed, the BBC and Bild, the initiative is aimed at making it much easier for publishers with a presence on the web to get their content across to their key audiences on social media.

To begin with, the Instant Articles service will feature nine major online news providers. These will be able to publish content directly to news feeds, rather than having to insert it in a Facebook post. This means that the partners’ articles can be accessed around 10 times faster than the average news post on mobile devices, which should help to boost customer retention.

Also, the ad revenue from the articles will be more evenly distributed, depending on the marketing path they take. A firm could choose to have all of its adverts embedded, which would allow it to keep all of the income. However, it could also let Facebook sell advertising space instead, which would reportedly see it receive around 70% of the revenue.

Publishers will also be in a better position to use analytical tools to track the effects of their news feed content, with the social network allowing companies to keep tabs on articles using a raft of programs, including ComScore and Google Analytics.

Initially, the partners for the Instant Articles launch will also include National Geographic, the New York Times, the Guardian, NBC and The Atlantic.

Tom Evans
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