Instant Articles are HTML documents that download particularly fast on the platform and have feature-rich storytelling as well as branding capabilities.
In marketing terms, Facebook Instant Articles are similar to Google’s AMP Project, which aims to serve a simplified version of the content quickly to mobile devices. This feature is available to every publisher with a Facebook page, which follows Facebook community standards.
According to Facebook, Instant Articles load more than 4.9 times faster than the mobile web. With a faster load time, brands can drive deeper engagement with their readers and enjoy a higher click rate – 20% more clicks than mobile web articles.
Additionally, people who read Instant Articles are 70% less likely to leave before finish reading the piece. Given that instant articles can be read inside Facebook, rather than on another browser, marketers can also enjoy the higher possibility of their articles being shared by users.
[9 minute read]