5 Ways Facebook Instant Articles Can Benefit Your Small Business

Nobody loves a blank page. Whether you are trying to write something or you are waiting for an article to load, blank pages are extremely frustrating. That’s why, when Facebook launched Instant Articles last spring, it took the world of both publishers and users by storm.

In short, Instant Articles is a mobile publishing format that lets publishers share their articles to the Facebook’s app that loads as much as ten times faster than the standard one. Facebook first launched the platform only for a few premium publishers, such as The Rolling Stones, BuzzFeed, or The New York Time. But, as of May, the format is available to everyone, including your local business.

The innovation is, of course, an obvious one, and many will definitely declare their delight over this change – and if any user out there won’t, they will probably just rejoice the benefits without being that aware of what is happening to them. Almost everybody will be looking for the lightning bolt that will distinctively mark every instant article out there.

But, beyond all this mesmerizing effect that is sure to take place, many are wondering what the benefits of using Facebook Instant Articles are?

Publishers’ Concerns Regarding Facebook Instant Articles

Before going into this topic, it’s important to address publishers’ and businesses’ concerns regarding Facebook’s new mobile publishing format. While the social network company ensures publishers that Instant Articles will benefit their business because they are better for users, some media outlets are unsure. Most of them fear the challenges associated with the growing dependency their businesses have on someone else’s property. Many small business owners have suffered every time Facebook changed its algorithm, making the organic reach drop significantly and forcing them to invest more into ads and sponsored posts.

Another concern publishers have is regarding monetization. More and more desktop devices and mobile phones are using ad blockers, and it’s becoming increasingly hard for publishers to measure the effectiveness of their campaigns.

However, in spite of all these concerns, there are still plenty of good reasons to give this model a shot. Here are five ways Instant Articles can actually benefit your small business.

1. Fast Load Time Equals Better User Experience

Your prospects are extremely busy. There are countless articles to be read and posts to be shared.

According to one study, 40% of users questioned said that they are likely to bounce off a site if it takes more than three seconds to load. The study also showed that as little as one-second delay can reduce conversions by 7%.

Because Facebook Instant Articles are developed to load within the platform and not on the mobile browser, they load up to ten times faster than the standard mobile web. In other words, it will be easier for your audience to read, share, and enjoy your content.

As it turns out, faster load time is already proving to benefit brands and publishers. According to Facebook, the mobile format has a 70% lower bounce rate than custom mobile web content.

2. Proven Higher Click-Through Rates

According to recent studies, people prefer Facebook more than any other social media platform for their content discovery needs. It goes without saying that implementing Instant Articles will boost your engagement rate with your audience.

Furthermore, Facebook numbers show that Instant Articles can even get users interested in researching the content on your website. According to recent statistics, Facebook claims that their new mobile platform can lead to up to 20% more CTRs on links provided inside the articles than standard mobile web formats.

3. You Can Control Your Brand

One of the great advantages of Instant Articles is that you will have complete control over the content experience and branding options. Not only that you can change colors and fonts, but you can also include your logo.

That matters because, as you should know by now, people remember better what they see than what they hear or read. Instant Articles allows you to create a better brand experience for your prospects, ensuring that your small business will remain on top of their mind.

4. Integration with Your Metric Tools

One of the concerns most brands and publishers had regarding Instant Articles was that there was no clear way of measuring reach and engagement. However, Facebook has integrated several different analytics tools with the platform so that you can track and measure data accordingly. From Google Analytics and Charbeat to Adobe Analytics and ShareThis, you will have access to a plethora of tools that allow you to measure conversions regardless of whether you content is on Instant Articles or your website.

5. Provide Users with Full-Screen Content Experience

By now, you should be completely aware of the fact that mobile has taken over and has self-proclaimed itself as the new king of digital platforms. The average consumption of digital media through mobile has almost doubled over the years, with more than half of all internet searches being performed through mobile devices. When it comes to social media, studies show that up to 30% of Facebook’s users browse the channels solely from their phones.

Providing users with full-screen experiences, you have more control over what your prospects see and how they behave. There are numerous distractions fighting for your consumers’ attention, and this format ensures that you are getting their undivided attention.

In spite of some of the concerns, Facebook Instant Articles can bring many new opportunities for your local business, as long as you hold in mind what it is that is in your best interest. Change is always a chance for creativity so maybe all this revolution will bring more inspiration for your story sharing to get more exciting, more authentic, and more real.