Facebook recently released Instant Articles, which is a mobile-oriented platform for publishers to have their stories hosted on Facebook servers. This service will shrink the loading time to 10 times faster than a standard Web link. Basically it will allow publishers to post their articles and media directly to Facebook without the need to link to their external news sites – thereby keeping readers on Facebook.
Who are the people who really benefit from this? Let’s take a look at the pros and cons.
Is it good for readers?
From the readers’ point of view, this is a win-win situation for now. Instant Articles will get rid of the current loading time when clicking into an article from the News Feed. That’s why they named it Instant Articles. It will let you read and watch media on Facebook, even supporting a zooming ability on high-res photos.
Is it good for publishers?
Publishers still can sell their ads within their articles and keep 100% of the revenue. They can get more benefit from ads while using Facebook’s network. It looks like there is no loss at all for them.
However, there is in fact a downside. With Facebook Instant Articles, sharing and linking is contained within Facebook itself. This means there will be less traffic within a publisher’s own news websites so the result will be less Google Search rates. Therefore, publishers could run the risk of getting less traffic from Google Search instead of getting more Facebook traffic.
Is it good for Facebook?
Yes, Facebook will get more control over social content in the world with much faster loading time. A lot of readers and publishers could hang out with their articles on Facebook. With an increased loading speed it, could indeed be the win-win situation Facebook promises.