Facebook has been on the ambition of monetizing the business and enhancing the user experience, for that matter, Instant Articles is one of the steps.
Latest Facebook news is regarding the unveiling of “Instant Articles” by the social network giant which had been making the rumours since couple of months. Instant Articles is a program that is aimed to hosts the native publishers’ content in the News Feed for its phone app. The feature has debuted last week with Rich-media stories consisting of stories from The New York Times, National Geographic, Buzz Feed and six other channels which shall be visible across the globe from the iPhone app for the social network. This feature will let the users view the content without having to click out and wait for these websites to load. The Instant Articles can be viewed by the users, in order for that they are supposed to visit the Facebook Page of the feature on an iPhone.
Appeasing the fears of publishers that the social network giant might keep all the data, it has aimed to share the analytics with the companies and also Instant Articles is well-matched with the audience measurement and acknowledgment tools which include Omniture, comScore, Google Analytics and etc. The advertisements shall appear inside the Instant Articles, where the 100% revenue will be kept by the publishers if they decide to sell them and the social network giant will keep the standard 30% if it is successful in selling the ads.
Facebook news reports that the Instant Articles section will not be receiving any preferential treatment from the News Feed algorithm of the social network giant’s app only due to its format. However if the users like, click, share or comment on these articles more often as compared to others then it will be displayed higher and also frequently in the feed which is the case for any popular content. This is possibly going to implicitly force or incentivize the publishers to mould as per the new format for hosting.
Beyond the articles being loaded faster, the social network giant will also parse the HTML and RSS in order for the articles to be displayed with layouts, fonts and formats that make the feature in News Feed have a feel like that of a publisher’s website. There are multiple media options that social network giant has been providing such as zoomable pictures, maps and videos with the options for audio and also the ambient videos feature.
If the users encourage the Instant Articles feature and it gets a good feedback, Facebook hopes to cater more publishers in the forthcoming weeks with the ambition that it will be available for all the outlets that are there to share stories on the social network.
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