Have you heard about Facebook's Instant Articles feature? It represents a big opportunity for advertisers and those looking to establish or underscore a brand.
Facebook's Instant Articles is a Fast Publishing Platform
Something New to Like About Facebook
- Instant Articles isn't activated by sharing an article to Facebook. Give it time.
- It is only available for iPhone users who have installed the iPhone Facebook app.
Instant Access Could Offer Instant Gratification for Marketing and Branding Staff
Facebook initially reached out to news publications for Instant Articles (hence the name) but opportunities abound for marketing and branding staff, who often borrow media techniques to showcase their products and services.
Will Instant Access Provide More Opportunities to Build a Brand?
Right now, Instant Articles is really just that: instant access to news articles. And Facebook is giving publishers who buy into this offering quite a deal. According to a FAQ, publishers can decide how much they want to offer on Facebook through Instant Articles, and control the publishing schedule as well.
And, Marketing Land reports, publishers can either control everything and keep 100% of resulting revenue, or have Facebook handle this in exchange for a 30% fee. How sweet would that be for marketers?
Instant Articles' Doesn't Require Learning New Technology
Perhaps the nicest feature is that no new technology is required on the part of publishers or, we hope, marketing staff. Instant Articles simply improves the mobile experience for photos and video as well as interactive tools like maps and surveys. If it's in HTML, it's allowed in the club.
This means brands don't have to adapt to anything; they can stay just the way they are, to steal a phrase from Billy Joel. They can incorporate what already works for them outside Facebook into the Instant Articles framework. All while they reach mobile users faster and potentially more often through America's favorite online hangout!
