Facebook has had a lot of ups and downs when it comes to working with publishers. In the past year, everything from “fake news” catching algorithms to video metric misinformation has plagued the media giant. However, there have been some beneficial strides as well, and Instant Articles is the greatest of these.
Instant Articles are a way to directly connect professional editorial content to the Facebook newsfeed. The idea is to simplify the ease of access for readers to high-quality content. Content providers include magazines, newspapers, and other professional content producers. Instant Articles provide another means to monetize Facebook by providing subscription models and advertising capabilities as well.
The idea behind Instant Articles was always to help content producers reach readers where they actually consume content, social media. For that reason, each time Instant Articles are optimized, it is either for the improvement of access to content or to make providing content easier.
The most recent improvements to Instant Articles include cutting down development time for publishers, making it easier to integrate with the subscription/paywall system, and a call-to-action screen to urge readers to follow a publisher on Facebook. Future improvements include the ability to target posts specifically to subscribers, integrate existing website subscriber lists, and to adjust the content distribution algorithm for continued improvement of reach to ideal readerships.
It is important to remember that social media channels exist for the benefit of the end user, the readership. That means Facebook will implement changes to improve the user experience at the expense of helping publishers and other organizations. Therefore, publishers need to be wary and protect their brands. It is best to consult with a social media professional who specializes in working with publishers.
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Image courtesy of Facebook Instant Articles