Here’s something that put a smile on my face today (no, not the drink drive mum) – it’s a Manchester Evening News Instant Article on Facebook.
The MEN and WalesOnline are the two Trinity Mirror regional sites signed up for the UK Instant Articles roll out (announced today
) – The Mirror is also participating. The only other UK regional involved right now is the Evening Standard, and it’s a really positive step that Facebook looked beyond the national/international brands for involvement in this.
Instant Articles, of course, is Facebook’s answer to the horrible problem of mobile load hang time for publishers.
Content loads seamlessly, and from a user experience it’s brilliant. Personally, I’m also more likely to read other sections of publisher’s ‘related content’ if they are published as IA too, as there are few things that make me boil like watching a page l-o-o-o-o-a-a-a-d on mobile.
It is, I guess, odd that we rely on a third party to solve a problem we created ourselves with our heavy loading pages but I’m employing my maxim of ‘better to light a candle than curse the darkness’ here. After all, the issue of heavy loads isn’t something newsrooms can solve; getting content out and in front of readers is something they are good at, and if the tool exists, use it, I’d say.
At the International Journalism Festival, last April, I watched a Facebook exec explain the concept of Instant Articles to a room full of journalists, and the reaction was Not Good. There was a loud and sustained outcry against the idea of FB hosting content publishers created, without sending them back to the originator’s website, and it was interesting to witness. (Incidentally, there is a commercial model for publishers built into Instant Articles).
Since then, the roar of disapproval has subsided to more of a mumble, but there are still questions being asked about why publishers are willing to cede their – what would you call it?- control? to a social media platform.
For what it’s worth, this is why I’d say it is worth trying: Facebook is HUGE and as an editor I’d want people to read my content and give commercial colleagues the chance to sell into that if they want to.
If someone is scrolling through content on Facebook and see something interesting the chances are they want to read it there and then (I doubt your average reader is using that Save Link option too often) and if it takes longer than a couple of seconds to load, your fickle reader is off to the next thing.
If we can deliver a fast, decent user experience – and a great piece of content – it gives my brand a big tick, with the reader and with FB.
So congratulations to MEN editor Rob Irvine
, social media editor Beth Ashton
and regionals head of social media Gayle Tomlinson
(along with other TM colleagues) for doing a bit of ground-breaking work for regional journalism, and trying something new.
It’s always a good feeling to be at the forefront of trying new things.