Facebook instant articles – initial impacts and potential ramifications

Facebook’s instant articles, the new tool allowing publishers to post directly from content management systems, promises an ‘incredibly fast and immersive reading experience’. Preliminary findings have shown that, on average, instant articles experience 20% higher readership with users also being 70% less likely to abandon and 30% more likely to share the article, compared with mobile web articles. As it stands, more than 1000 publishers, including Buzzfeed and National Geographic, have adopted the technology.