That tired adage that the web makes us all publishers added a new ‘Exhibit A’ to its casebook this week when Facebook announced its intention to host content from “everyone” with its Instant Articles tool.
With it, Facebook’s tactic of ring fencing users into its environment now switches focus to publishers, who will seize a chance to stake their claim on (arguably) the largest rich media publishing platform in the world.
Available only on mobile, Instant Articles are indeed potentially game-changing, and might just live up to the hype of their own corny announcement video.
Fulfilling the ever-increasing need for instant gratification, the articles don’t just load quickly, they look great too. This means massive opportunity for brands… at least in theory. Right now, Facebook claims Instant Articles are open to “all publishers – of any size, anywhere in the world.” Whether that extends to brands is another question. It certainly empowers publishers, giving them a shiny new distribution platform for their native advertising.
You already know that we’re fascinated by native, and this is just the next logical step for brands who are determined to own space and grab attention on social.
We’re excited to learn more, and look forward to April, when Facebook is set to open the gates of Instant Articles to the publishers of the world.
Want to know more or just share what you think? Let us know @mycleveragency.