Facebook Instant Articles Available to All iPhone Users, Android Beta Begins | Techno stream

Facebook Instant Articles Available to All iPhone Users, Android Beta Begins

21 Oct 2015 | Author: | No comments yet »

Facebook Is Finally Rolling Out Instant Articles To All iPhones.

In May, Facebook started testing its Instant Articles feature, allowing select news publishers to publish full stories directly on Facebook’s mobile apps. This is a major push for the new format, which Facebook has been aggressively pursuing through partnerships with publishers like the New York Times, BuzzFeed, and Washington Post. “Instant Articles not only connect readers to stories faster; they also provide a richer reading experience than standard mobile web articles, with dynamic features that make the content more fluid, interactive and immersive,” Facebook explained in a blog post. Because Instant Articles can be read in full without ever leaving the Facebook app to go to a mobile browser, they load a lot faster and create a more seamless reading experience. “Starting today, people will see a lightning bolt on the top right corner of some stories shared in News Feed,” Facebook Product Manager Michael Reckhow wrote on the company’s official blog. “The lightning bolt indicates it’s an Instant Article.

Facebook is experimenting with custom functionality for publishers, including in-article comments, photo galleries, and interactive maps; the company is also introducing a slew of new publishers to the platform in the coming weeks. At first Facebook called them “Immersive ads” and then the “ads canvas”, but really, they’re the paid promotional equivalent to its hosted organic initiative Instant Articles. Facebook is hoping to attract additional media brands—though it likely won’t have to try hard, once they see competitors signed up—by promising them faster mobile loading times and 100% of the ad revenue if the publisher personally handles ad placement.

Apple’s News app was unveiled with iOS 9, Twitter has started curating current events in its app, and Snapchat has been tinkering with its Discover editorial pages in recent months. Earlier this month, Google announced its version of fast-loading articles for the mobile web, Accelerated Mobile Pages, in order to fend off app-hosted content from Apple, Facebook, Twitter, and Snapchat. Facebook’s advantage, however, is that it’s already one of the biggest players in online media, driving large amounts of traffic to publishers every day. So it makes sense that publishers are eager to start creating and testing Instant Articles, especially because it’s likely that Facebook’s News Feed algorithm will favor fast-loading, in-app articles over links that take users out to Chrome or Safari. Instead of penalizing users for opening ads by interrupting their social experience with a slow-loading mobile website, Facebook pre-caches the marketer’s content so it appears immediately when users tap.

I could tilt my phone to scan across its mayo-laced bun, swipe through photos of onions and pickles, and watch an animation of someone drawing with ketchup. Instant Ads epitomize Facebook’s ad strategy, which is about making the result of online marketing some kind action taken or emotional impact, rather than a short-lived click to a website.

Facebook now has Buy buttons that let you purchase products you see within feed ads with your credit card on file so you never visit a merchant’s site. Instant Articles pose a serious risk to news and content publishers who lose the relationship with their audience that leads to loyal readership and subscriptions.

But for the user, a Facebook where you can see friends, read news, watch videos, and even experience ads without enduring crappy mobile load times sounds like more fun.

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