In 2015, Facebook introduced Instant Articles as an advertising placement and tool to help publishers to distribute content to their readers within the Facebook mobile app. Instant Article content is accessible on both Androids and iPhones. Facebook stresses that Instant Articles are both beneficial for publishers and readers because it allows articles to be displayed on screens up to 10 times faster than on a publisher’s website.
What does this mean for marketers?
Better User Experiences
Faster load times means the overall experience is more enjoyable for the user. According to Neil Patel Digital, if there’s even a 1 second delay in page load time, then there is a 7% reduction in conversions. Instant articles makes the user experience more enjoyable because the articles load directly in the Facebook mobile app. In addition, Facebook reports that Instant Articles leads to a 70% reduced likelihood of abandoning content once clicking on it.
Richer Content Experiences
Today, roughly 68% of all smartphone users in the US are using the Facebook mobile app. Instant Articles allows advertisers to utilize the full screen experience on smartphones. Full screen ads grab the reader’s complete attention and provides a more immersive user experience.
When advertisers select Instant Articles as an ad placement, they are able to utilize multiple ad formats. Ads in the Instant Articles use the same images as ads on Facebook.
Ads can deliver on Instant Articles using the following formats:
- Video views
- App installs
- Product catalog sales
- Lead Generation
- Brand Awareness