Should your business use Facebook Instant Articles? By the way, how to use instant items?
Instant Articles allow publishers to create interactive articles that appear instantly on Facebook , 10 times faster than the mobile web according to the social network.
Download speed, this unloved
Many studies have been done on this subject. Thus, nearly half of Internet users expect a site to be loaded in 2 seconds or less . And they tend to abandon a site that is not loaded within 3 seconds . Or 1 second slower can result in
25% fewer conversions .
Advantages and disadvantages of Instant Articles
Instant articles bring a convincing solution to the slow loading of websites and offer additional advantages such as:
A better user experience
Interactive content that brings the document to life: 3D swivel cards, slideshows, snap-in photos and integrated videos, full-screen images and videos, and more.
More commitment (more clicks … and potentially more reach)
The integration of advertisements (banners, videos, carousels, format 2: 3). Live sales and branded content = 100% of advertising revenue for publishers or 70% via Facebook Audience Network.
The addition of a subscription form to the newsletter
Using a third-party analytics solution
However, we can reproach this device for the following aspects:
Hosting full content on a third-party platform
The loss of referring traffic from Facebook
The absence of preferential placement of instant articles in the news feed by the algorithm
If after reading this introduction you still can not decide on the use of Instant Articles, I invite you to think about your business model . In case you monetize based on the number of unique visitors and page views, this may not be the best solution . But if you’re looking to generate attention for your brand and expand your audience *** (see Tunnel Conversion), Instant Articles can help you achieve these goals.
Now for those of you who have chosen to take the course, let’s look at the methodology.
*** Note: The concept of attention is very well addressed by Gary Vaynerchuk during his recent intervention at Inbound 2016 .
# 1. Register for the program
Sign in to Facebook and navigate to the Instant Articles program registration page. Then enter the Facebook page on which you want to activate this product.
Once you have accepted the instant items policy, your request is automatically validated. You can now access the management tools to configure and manage your snapshots.
Located in the publishing tools of your Page, the “instant items” module has 2 main elements:
The Configuration tab, with the management tools. (A quick start guide is also available).
The library, consisting of articles in development and articles in production.
# 2. Add your team
To authorize the collaborative work of design and development teams on this project, assign the appropriate rights to each person through the Roles tab in the settings of your Facebook page.
# 3. Download the Page Manager application
If you’re not using it yet, download the Page Manager application to preview your items and styles later, test them, and debug them.
In order to display the snapshots in the Page Manager, you will need to have an administrator, editor, or analyst role.
As a reminder, the Page Manager allows administrators to manage one or more Facebook Pages from their smartphone.
# 4. Connect your website with Instant Articles
It is time to tell Facebook where your articles are and prove that you are the owner of the website.
To do this, communicate your URL ( a root domain, subdomain or specific path within a domain ) via the proposed tool then copy and paste the tag generated in the header.php file of your site web, below the <head> tag:
f you use facebook instant articles in WordPress and do not want to directly touch your files, use the Insert Headers and Footers plugin .
# 5. Apply style templates
Style templates define the layout of your snapshots . Adopt the default style template or create your own with the Style Editor , located in the Tools section of the Configuration tab.
The Style Editor offers 23 configurable elements to customize the look of your snapshots around fonts and colors.
Regarding your logo, it is essential to use a high resolution version.
Do not hesitate to consult several useful resources as you progress during this step, for example:
The reference article from the documentation
Some pieces of code ( “Code Snippets”) to facilitate the addition of various features (advertising, copyright, analysis code, animated GIF etc.)
Some examples of instant products and here , plus tab Examples of items
Of troubleshooting tips
# 6. Upload your articles to Facebook
There are 3 ways to import your articles into Facebook:
The ‘ API instant Articles
The RSS feed
A plugin specific to your CMS
Here is what Facebook recommends to choose the best way to import your articles according to your situation:
Emarketinglicious being powered by WordPress, it is this option that I chose to explore and that I propose to discover below.
How to import articles from a WordPress blog into Facebook?
Step 1: Install the official Facebook plugin ” Instant Articles for WP “.
Step 2: Create an application for your extension.
Click on the blue “Get App ID” button and add an application for a website .
In order to create an ID, choose a name for your application , select “Application for Pages” in “Category” and click ” Create an app ID “.