With Facebook’s announcement of Instant Articles this week comes excitement and controversy. While the update boasts an improved user experience with faster, richer content, for some there is worry that publishers will lose control of their content creation and distribution.
Only time will tell the legitimacy of these claims and concerns, but one thing for certain is that Instant Articles will change the way content is consumed on the platform. And while Instant Articles is currently limited to nine partner publishers, it’s important for brands to understand how the update changes the platform’s dynamics, what opportunities it presents, and consider how it might play into the broader content strategy when access to the tool is opened up to a wider audience.
In the slides below, we give a review of Instant Articles and discuss the implications both for brands and the industry as a whole.