Facebook Instant Articles has been a great success for publishers
The reviews are in, and Facebook’s Instant Articles has been a rousing success.
French political publisher Libération has revealed some details about its experience with Instant Articles to Digiday. The third-largest publication in France said its Facebook likes have increased by 10% to more than 550,000 since it started using the service, and the time users spent reading articles rose by 33% to four minutes and 40 seconds.
Instant Articles allows users to load content directly in Facebook without the need to transfer to the publisher’s site.
Libération’s words are similar to those of other publishers who have taken advantage of Instant Articles, including The Washington Post, Slate, and Gawker.
Julia Beizer, director of mobile products for The Washington Post, said repeat visits within seven days have risen significantly thanks to Instant Articles.
Slate vice chairman Dan Check has said Facebook visits have risen by 25% since the company started using Instant Articles.
And Gawker CEO Nick Denton revealed earlier this month that since the use of Instant Articles, unique visitors to Gawker’s site had risen by 15%, overall visits by 31%, and page views by 48%.
Previously, users would click an article link on Facebook that would reroute them to the publisher’s site, a process that took approximately eight seconds, according to the social media giant. But Instant Articles accelerates the process tenfold because the article loads directly within Facebook’s mobile app.
A better mobile experience for the user means that publishers can target consumers with relevant ads. The more a user engages with the content and the longer the user spends in a given article, the more of a chance the publisher has to reach them effectively.
This is just one way that publishers and advertisers are marketing to consumers who are increasingly spending time on their mobile devices. But what else can content creators do to make sure their messages get through to the user?
Jessica Smith, a research analyst at BI Intelligence, Business Insider’s premium research service, has compiled a detailed report on mobile marketing that takes a close look at the different tactics being used today, spanning legacy mobile technologies like SMS to emerging capabilities like beacon-aided location-based marketing. The report also identifies some of the most useful mobile marketing technologies that mobile marketers are putting to good use as parts of larger strategies.
Here are some key takeaways from the report:
- As consumers spend more time on their mobile devices, marketing campaigns are following suit. Mobile ad spend continues to lag mobile time spent, providing an opportunity for creative marketers.
- Marketers should leverage different mobile tactics depending on the size and demographics of the audience they want to reach and the type of message they want to send. With all tactics, marketers need to respect the personal nature of the mobile device and pay attention to the potential for communication overload.
- Mobile messaging — particularly SMS and email — has the broadest reach and highest adoption among mobile users. Messaging apps, relative newcomers but gaining fast in popularity, offer more innovative and engaging outreach options.
- Emerging technology, such as dynamic creative optimization, is breathing new life into mobile browser-based ad campaigns, but marketers should keep an eye on consumer adoption of mobile ad blockers.
- In-app advertising can generate high engagement rates, especially with video. Location-based apps and beacons offer additional data that can enhance targeting capabilities.
In full, the report:
- Identifies the major mobile technologies being used to reach consumers.
- Sizes up the potential reach and potential of each of these mobile technologies.
- Presents an example of a company or brand that has successfully leveraged that mobile technology to reach consumers.
- Assesses the efficacy of each approach.
- Examines the potential pitfalls and other shortcomings of each mobile technology.
To get your copy of this invaluable guide to the world of mobile marketing, choose one of these options:
- Subscribe to an ALL-ACCESS Membership with BI Intelligence and gain immediate access to this report AND over 100 other expertly researched deep-dive reports, subscriptions to all of our daily newsletters, and much more. >> START A MEMBERSHIP
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The choice is yours. But however you decide to acquire this report, you’ve given yourself a powerful advantage in your understanding of how mobile marketing is rapidly evolving.
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