Publishers of Facebook Instant Articles Can Now Compare Them vs. Their Mobile Web Counterparts

Facebook began rolling out a tool for publishers that have published enough Instant Articles and mobile web stories to merit comparison

Facebook Wednesday introduced a way for publishers to compare the performance of their Instant Articles with that of the mobile web versions of the same content.

The social network debuted its interactive, feature-rich, fast-loading Instant Articles in May 2015.

Product manager Mona Sarantakos said in a blog post that Facebook teamed up with Nielsen to validate its methodology for determining the traffic lift provided by Instant Articles compared with standard mobile web content, providing this link with more details on metrics and calculation methodologies.

On Wednesday, Facebook began rolling out a tool for publishers that have published enough Instant Articles and mobile web stories to merit comparison, and Sarantakos said more metrics will be added “in the coming months.”

She added that a study by Nielsen, commissioned by Facebook, determined that:

  • Users are less likely to bounce to different sites when articles load quickly.
  • Users are more likely to share Instant Articles than standard mobile web links.
  • Users read more articles when Instant Articles appear in their News Feeds.
  • Competition for attention in News Feed drives users toward easy-to-consume formats.
  • News cycles often contribute to swings in overall link traffic.
  • Regional differences influence traffic results across regions and markets.
  • Regional variances in mobile traffic were attributed to variables including network connectivity and mobile devices.
  • Users’ propensity to click on Instant Articles is correlated to the volume of Instant Articles from specific publishers.