Facebook Instant Articles have been gaining buzz since they debuted for a test group in the summer of 2015.
The tool was tested by media giants such as The New York Times, The Atlantic, National Geographic and NBC News. The articles are immersive, interactive mobile experiences. Right off the bat, the response was positive: Instant Articles performed 4.3 times better than regular posts just a month into testing.
For the last year, brands across the country wondered when they’d get access to this exciting, engaging new mobile publishing format.
Well, the time has come. The once-elite service is now available to all publishers and brands on Facebook. Here's the 101 on Facebook's Instant Articles, why they work and how to publish Instant Articles.
What are Facebook's Instant Articles?
Facebook's Instant Articles allow any Facebook admin to create and publish interactive content directly on Facebook. Because the content is published on Facebook's mobile app, the content can load and appear 10 times faster than when it's hosted on another mobile website.
Plus, instant articles enlarge to the full size of your mobile device — eliminating distractions and gaining the full focus of your reader. They're truly immersive.
Another advantage? The content is incredibly interactive. You can ...
- Tap to expand photos to full-screen
- Tilt and explore photos
- Engage, zoom and explore interactive maps
- Include autoplay videos
Why should my brand publish content directly on Instant Articles?
When you see the sample video above of Facebook's Instant Articles, you’ll instantly understand the allure of Facebook's newest tool. The articles seem intuitive — like how content on the web was meant to be read.
Facebook users seem to agree, and are responding to the new, faster technology. Instant Articles ...
- Load 10 times faster than standard mobile web articles
- Get read 20 percent more than average mobile articles
- Are 70 percent less likely to be abandoned before users finish the article
- Are shared 30 percent more
How to publish Instant Articles on Facebook
Before you begin the Instant Articles publishing process, make sure you're an admin on a Facebook page.
1. Sign up and agree to the Instant Articles terms. Since you'll be posting your brand's content directly on Facebook, it's worth taking the time to read those terms before instinctively clicking next.
2. Submit articles for review. Before you can actually publish Instant Articles, you first need to submit 10 articles for review. Do not create original content. Every Instant Article must first be published on your brand's website.
3. Test the look and feel of your articles on Facebook’s Page Manager app, make decisions about native ads and use the new interactive components to their fullest potential.
4. Then, ensure the stories hit Facebook's submission checklist, which covers editorial and stylistic guidelines. Facebook does suggest having a developer or designer help you initially.
5. Receive feedback on your Instant Articles within three to five days. Most publishers will need to make edits and changes.
6. Finally, you're good to go! Hit publish. Go forth, use the new tool and see how it works for your brand.
