Facebook has added some long-anticipated call-to-action units to Instant Articles, its program for fast-tracking web page loading on mobile. Facebook opened up Instant Articles to all publishers last year, making it possible for brands to put their branded content as Instant Articles as well. But the design of Instant Articles stayed “read only,” with limited options for publishers and content creators to engage further with the readers, until today. Now, thanks to the call-to-action units, Facebook is allowing content creators to drive signups for newsletters and subscriptions.
What Brands Need To Do
Instant Articles is an important tool for brands pushing out content on Facebook because it promises to significantly shorten the page loading time on mobile, which is a big factor in page abandonment. According to surveys conducted by Kissmetrics, about half online consumers expect a web page to load in 2 seconds or less and tend to abandon the ones that failed to load within 3 seconds.
This Instant Articles update provides publishers and content creators a direct way to communicate with their audiences and establish a long-term relationship with them. This new feature makes Instant Articles a much more valuable channel for brands to invest their branded or sponsored content in, and more brands considering using Facebook’s social platforms to reach customers on mobile need to take advantage of this new tool.