What can we learn from Facebook’s new Instant Articles?
We can’t go more than a few months without global social media trendsetter Facebook unrolling something new that has us thinking, “why didn’t we think of that before?” In October, Facebook brought to life Instant Articles, which are both interactive and immersive, allowing users to display articles from select outside sites in the Facebook homepage itself. Facebook estimates that the articles load as much as 10 times faster than on standard mobile sites.
Currently, Instant Articles are published from the New York Times, National Geographic, Buzzfeed, NBC News, the Atlantic, the Guardian, BBC News, Spiegel Online, Bild, MTV, Slate, Cosmo, Daily Mail, Huffington Post, the Dodo, Mic, Vox and the Washington Post.
In a study by Smart Insights, data shows that mobile digital media time in America is significantly higher, at 51 percent, than desktop time, at 42 percent. This spells it out pretty clearly – if you’re not reaching your audience through interactive mobile search or display, you’re behind the times – and your competitors are likely providing a satisfactory mobile experience, which could mean missed opportunities for you.
If 80 percent of Americans have a smartphone and 47 percent own a tablet, it’s more important than ever to dedicate the proper time and resources to delivering a positive mobile experience.
For example, one of All Points’ restaurant franchise clients, Russo’s Restaurants, has taken advantage of its huge mobile audience and, in collaboration with All Points, has curated its online content to be easily viewed and accessed via mobile. In fact, Russo’s customers can even order food online – and without the hassle of having to zoom, tilt and navigate a tiny, hard-to-read smartphone screen not suited for the task of easy ordering, they’ve had nothing but positive feedback from guests who can order dinner in just a few taps of a finger.
As you set your budget for 2016, keep in mind the importance of an integrated mobile experience. Click here for more information.