Facebook wants to prove that individual publishers will benefit from posting articles in the Instant Articles format.
Facebook wants to prove that individual publishers will benefit from posting articles in the Instant Articles format. In order to do so, the social media giant is teaming up with Nielsen. One third of all the clicks on links on Facebook go to the Instant articles that are self-hosted. Facebook claims that more referral traffic is driven by them through click-for-click. This is because people do not abandon the click-for-click in the middle as they do in the case of mobile websites that take time to load.
To prove this point,Facebook has launched an analytics comparison tool which is going to look at the referral traffic from two groups. The first group will be one that sees the links in an Instant Article format while the second group will be one that sees the mobile version of articles. Currently, the tool is only going to be focusing on those publishers who have posted in both of the formats. However, Facebook does have plans to add more metrics to this tool later on. The main aim of this tool is that publishers see that the traffic that they are receiving is more from the Instant Articles than from any other format.
According to Facebook, the following are the number of people who read their articles in an Instant Article format instead of on the mobile web.
However, this information is not providing publishers with a very vital statistic. The statistic of if the Instant Articles are providing better monetization. When Facebook launched Instant Articles all the way back in 2015, there were a number of restrictions that were in place. These restrictions were on the number of ads that could be displayed, an absence of subscription purchase, recirculation units or newsletter signups.
To give Facebook due credit, it has been working at some of these problems. It has introduced a number of features such as increasing the number of advertisements publishers can display, buttons for email sign-up and the feature of liking a page. It has also begun testing recirculation units so that it can introduce them on the Instant Articles. The company also has plans to start a paid subscription model in the fall.
The new tool will, however, help publishers in a big way. They will now be able to compare both the monetization as well as the referral traffic on Instant Articles as opposed to the mobile web. Depending on whichever medium is making them more money, they can choose to stick with it.
This is not the only big thing that Facebook has been keeping itself busy with in the recent past. It has also teamed up with Xiaomi to launch a wireless Oculus VR headset.
We cannot wait to see what new and interesting things they come up with in the last few months of 2017.