Facebook will shortly offer its Instant Articles program live, with publishers like NBC News and the New York Times already within the fray. Other early-stage partners are the Guardian, BBC News, Spiegel on-line, and Bild. Facebook will host the content on its servers, so it loads quicker than regular article posts on mobile phones.
Publishers are able to work up content distribution on Instant Articles, with some newsrooms making ready-to-post dozens of stories a day, Wall Street Journal says. By publishing articles on Facebook through Instant Articles rather than linking back to their own websites, publishers hope to extend the exposure of their content on the social networking service, particularly on mobile or tablet, and improve load time.
Under the new program, publishers reap 100% of the revenue brought in from ads that they sell and 70% if Facebook sells the ad. The Wall Street Journal (WSJ) quotes sources saying The New York Times was able to publish some 30 articles per day on to Facebook’s news feed and therefore the Atlantic may build most of its content available through the program.
Both retailers are ready to start out publishing, awaiting only for Facebook’s nod.
“We’re excited for ensuing section. At the outset we’ll be putting most of our content into the feed and can closely monitor the impact, ” Atlantic COO, Bob Cohn was quoted as saying. According to the CEO of BuzzFeed, Jonah Peretti intends to publish as much content as possible to the Facebook stream.
Initially, Facebook plans to create the articles visible to only a choice team of users to see how they react, in step with Peretti. Facebook created a stir last month once it declared it had been partnering with nine major news organizations for Instant Articles.
On May 13, BuzzFeed, together with 5 corporations, National Geographic revealed one story directly on Facebook to much fanfare, however, no other Instant Articles have appeared since.
Eventually, Facebook plans to provide news organizations the flexibility to publish Instant Articles whenever they wish.
Subrat Kumar is a writer with expertise in content writing for websites and blogs, press releases, whitepapers and case-studies. He loves web development management and currently freelances from Bangalore. He’s the founder of Cross Zone, undertaking the bulk of articles on technology and gadgets.