learn how and why to use the feature on Facebook – WAU
Those who work with Facebook know that engagement in content posts is worth gold. It is increasingly difficult to reach more people organically, especially if your publication is a link to another page. To solve this problem, Zuckeberg and his team created Instant Articles, a resource to help not only engage posts, […]
Those who work with Facebook know that engagement in content posts is worth gold. It is increasingly difficult to reach more people organically, especially if your publication is a link to another page.
To solve this problem, Zuckeberg and his team created Instant Articles, a resource to help not only in the engagement of posts, but in reading and user experience, with articles that are fast and optimized for mobile.
Knowing how to use it is important for those who work with content and, mainly, want to have good results.
You may have noticed that when you open articles from major news sites straight from Facebook, most of them load faster and don’t open your phone’s browser. That’s basically what the tool does – the difference is that you, the content producer, can also use it.
Here, you will not only understand what the resource does, but also the positive and negative impacts it can have on your strategy.
In addition, we will teach you where to go and how to configure the function. Prepared?
Advantages of Instant Articles
As explained, Instant Articles is a way of viewing pages within Facebook. When used, it allows the fast loading of the page and with much less chance of errors or problems.
Therefore, pages are more likely to be read and can be even more complete, with images, videos, maps and other resources.
According to the official page of the resource, the pages in Instant Articles open 10 times faster than ordinary pages.
In addition, the user is 70% less likely to abandon the article.
The concept looks a lot like Google’s AMP, doesn’t it? Although better known, AMPs are considered Google’s response to the launch of Facebook in 2015.
There are some differences: with AMP, the page is more likely to rank better, bringing more organic traffic; with Instant Articles, the page is more likely to receive traffic from social networks and the content will actually be read.
In addition, Facebook still uses the original URL when showing content in Instant Articles, which means that traffic is recognized by Google.
With Instant Articles, the page has a predefined format by Facebook, but displays the same content. This allows for another advantage besides fast loading: the data analysis.
With the constant publication of instant articles, Facebook starts showing important data for content producers, such as: themes that work for your audience, subjects that should not be worked on anymore, if people are reading your entire article, among others.
O engagement it is also a positive factor. Even without automatic favoring in reach, according to Facebook, people tend to share 30% more articles on Instant Articles than on normal pages, which can greatly increase the reach of posts.
This number may be a little high for other reasons, since the major news outlets were the first to adopt the tool and are by far the most engaged pages in links.
Care and disadvantages
Even with great advantages, the option has restrictions. By opening the page in a pre-defined template, you loses conversion elements, like sidebar, bar at the bottom of the page and menu.
In addition, sharing buttons are limited just to Facebook and the user cannot easily share on LinkedIn, for example.
If you rely on Analytics to analyze page access and user behavior, this will also be more difficult, as standard data collection does not capture clicks on Instant Articles.
To get around this, you can combine the analysis of Analytics with the data provided by Facebook itself or configure the page and Analytics to account for these accesses.
Don’t forget that Facebook is using the Instant Articles model in automatic placements in the settings of an ad set today.
So if you choose not to use the tool or set up Analytics to account for these accesses as well, it’s important edit placements when creating the ad. Visiting data may be lost.
They will only appear in the results of the announcement on Facebook, along with clicks from other placements.
Should I use Instant Articles?
Once you know the advantages and disadvantages, it’s time to think about whether the feature is really worth using.
For the media market, the launch generated many discussions, with some people claiming it marked the end of the market as we know it.
After all, if a news site generates income from traffic and ads, Instant Articles theoretically takes control of both possibilities to Facebook.
For those who use content as a marketing strategy, other aspects need to be analyzed. Think first of all: what is your goal with the content?
Recognition or traffic
Whether you need to educate your market or generate brand awareness, Instant Articles can help show content to more people, even with your brand.
If you need traffic, mostly organic, usage is not a problem either. The required optimizations, which are focused on mobile optimization and improving page speed, will also help in SEO.
In addition, with the settings and the correct tracking, you will also be able to understand all the traffic that arrives there.
Leads or other conversions
If your goal is lead generation, however, it may not be as advantageous. Since visitors don’t come to your page, they don’t see call to actions or other conversion elements.
This can be resolved by inserting links to convert to text during the article – but we know that this is not the best way to convert.
Today, the tool itself allows only three types of call to action: application installations, subscription to the newsletter and likes on the page.
Another aspect may be important: A page optimized for mobile has, due to the size of the screen and the need for loading speed, few conversion points.
Is it possible to turn them into text? What will I miss? What are the possible gains from increased engagement and traffic?
When deciding, evaluate what is important to you now. It is also important to do tests.
Evaluating traffic generation, lead generation and even the quality of conversions can make a difference when choosing whether or not to use Instant Articles.
How to use Instant Articles
Interested? Getting started is easy!
As already explained, the option is already available for any type of ad with a link on Facebook. When editing placements when creating the ad set, you can select Instant Articles.
To show all your articles with the resource, it is necessary to register. First of all, you select which Facebook page you want it to be made available to.
After that, just follow two steps, very well explained by the Facebook quick guide: the first involves configuring the website and page and the second is sending articles for approval by the Facebook team.
After approval, you can start using the option.
What did you think of the functionality? To learn more about how to succeed on Facebook and achieve incredible results, check out our ebooks: Marketing on Facebook.