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In order to make it’s Instant Article (IA) feature even better the social networking platform, Facebook is rolling out new updates to it. The company announced in its blog post and said that it is consistently working to make Instant Articles the best possible mobile reading experience on Facebook.
“We’re committed to making Instant Articles the best possible mobile reading experience on Facebook, and after conducting dedicated feedback sessions with people and publishers, we refreshed the experience, representing some of the greatest investments that we’ve made in the product.”
The Instant Article feature is opened for all publishers since 2016 and provides a faster, Facebook-native way for distributing content that publishers already have developed for their own websites. As mentioned by the social media giant, whether it is news, sports, or entertainment or any other vertical , Instant Articles continues to be one of the best ways for Publishers for distributing and monetizing their articles. The company also said that Instant Article has “3x faster load times and 30% more time spent than mobile web articles.”
As unveiled by Facebook, the main updates include a New Recirculation Surface, Smarter CTA & Ad Placements, and Stories Support.
“We introduced a new article recirculation and navigation surface, launched a new integrated yield model that makes smarter Call to Action (CTA) and ad placements, and enabled support for IA links in Facebook Stories.”
Following are the highlights of the changes:
New Recirculation and Navigation Surface
The new recirculation and navigation surface update added by Facebook to Instant Articles allows people to browse other headlines from the same Publisher while they could explore and deep dive into other topics as well from a source they trust and love. All they need to do is swipe right from the Instant Article feature and they will be able to access the “More from” recirculation surface that will allow them to browse a “personalized, chronological view of up to 50 articles from the same Publisher”. Facebook will also be showing a personalized view of articles in the redesigned footer recirculation unit following every article.
“We’ve added dedicated engagement buttons to our navigation footer allowing people to save, discuss, and share Instant Articles. Now, this footer “Scrolls Away” when people are reading, increasing the amount of viewable content.”
Smarter CTA and Ad Placements
The Smarter CTA and Ad Placements feature introduced by Facebook will help the publishers in driving better business goals around page likes, App downloads, and newsletter signups. The new integrated CTA and ad yield model will estimate the value of a given CTA impression based on regional averages of what Publishers pay for achieving those CTA’s objectives.
“We know that CTA units in Instant Articles can drive Publisher business goals around page likes, App downloads, and newsletter signups, but previously, ads or CTA placements were served blindly. Thus, we introduced an integrated CTA and ad yield model that estimates the value of a given CTA impression based on regional averages of what Publishers pay to achieve those CTA’s objectives.This model then serves either a CTA or an ad based on which provides greater estimated Publisher value. For further flexibility, Publishers can ascribe their personalized value to a given CTA conversion.”
IA Support for Facebook Stories
The last important update rolled by the social media company in the series is IA Support for Facebook Stories that will allow users to read Instant Articles directly from Stories. The update will give publishers a new, rapidly growing source of distribution while the users will get the same IA experience across Facebook. The company also mentioned that “as of March 2019, approximately 300 million people use Facebook stories each day.”
“Lastly, we launched support for IA links in Facebook Stories, including those created by Pages on Facebook and those cross-posted from Instagram. Now, a user can read an IA directly from Stories. People will get the same IA experience across Facebook while Publishers get a new, rapidly growing source of distribution.”
As revealed by Facebook, since the launch of these features, the company has observed an increase in RPMs (Revenue per Thousand Article Views) of 9% for Publishers across their ecosystem. Moreover, the company added that there is a significant increase in the time spent by the users on reading articles from the same Publisher.
The company said:
“We’re excited about this refresh and we’ll continue to act on feedback to improve the Instant Articles experience.”
Source: Facebook