Facebook Instant Articles Load Pages Faster For Publisher

By loading websites for publications faster, Instant Articles would attract them towards itself and save their time.

Facebook is opening its platform Instant Articles for any publication from April 12 onwards. The question is remaining that whether publishers are finding Instant Articles useful for them or anything detrimental they will have to adopt or leave behind.

Since its introduction in May, the company had directly worked with partnered publications for ensuring that they get on board with the option responsible for loading their webpages at a faster pace inside the Facebook app, rather than inside a web browser.

Now publications will be provided an opportunity for configuring Instant Articles by themselves using the company's documentation. Instant Articles is combining desire of the organization to highly benefit from a better user experience. The program is effectively barring exits from the social network.

Instead of compelling people to wait for the sluggish loading of websites, which leads them to close the app due to frustration and visit another webpage after, Instant Articles keep people within the platform where they connect with their friends and view advertisements.

The social network operator may have announced Instant Articles extension on February 18, 2015, as Google would probably introduce its similar Accelerated Mobile Pages products later this month. Nevertheless, they would not turn into rivals, as publications will have an opportunity to use Google’s open-ended AMP program to speed up their webpages for traffic and use Instant Articles for offering a better quality experience for the visitors referred by the social network giant.

Still an open question regarding what Instant Articles affect for publishers. Facebook is significantly restricting the number of advertisements that publishers are capable of showing in Instant Articles.

In the meantime, the stripped down design format is capable of removing significant links that play an important role in redirecting traffic to other posts of publishers, which persuades people for signing up for newsletters, purchasing event tickets and paying for subscriptions.

Wall Street Journal reported that some publications are currently receiving as much money for a tap on an Instant Article as done by them from a page. This does not take the decreased chances to get subsequent page views into the account.

Facebook separates every advertisement by 350 words in the article and if the article primarily includes media or pictures, advertisements should not surpass 15% of the content. It is applied to these “house ads” that are promoting a publication’s own monetization or content.

Essentially, whereas these publishers might find many people who are clicking on their links to read their stories actually due to their faster loading, they might get few monetization opportunities for secondary clicks.