The Facebook social site is already brimming with posts from users, talking about everything they run into on a daily basis. However, it’s soon going to fill up with stories from various news outlets, according to a post from the Wall Street Journal.
The site reports that various publishers are preparing to fill up Facebook’s Instant Articles section over the next few days with a variety of stories. The New York Times has already stated that it will publish about 30 articles on a daily basis through Facebook’s news feed, and the Atlantic will follow suit with pieces of its own content. NBC News is reportedly on board as well, with 30 to 40 articles set to run through the news stream. All these outlets are doing now is waiting for Facebook to give it the green light.
“We’re excited for the next phase,” said Bob Cohn, president and chief operating officer for The Atlantic. “At the outset, we’ll be putting most of our content into the feed and will closely monitor the effect. We are ready to change how much we make available.”
BuzzFeed, a site that gets big numbers with its various “click-through” articles, could be participating as well, according to chief executive Jonah Peretti.
However, Facebook will be pacing this out so it doesn’t overwhelm users, as it intends to make the articles visible only to select groups of readers, to see what kind of reaction it gauges in its news feed.
With the program, those who publish articles through Instant Articles (instead of providing links back to their own pages) believe that doing so will pick up the exposure of said content through the service, without interfering on the user’s main feed. This will also be the case for those who use the site on mobile devices, with improved load time.
On the business end of this deal, publishers will be able to keep 100 percent of revenue brought in from the ads being sold, or 70 percent if Facebook lends a hand in selling the ad.
As far as focus, The Atlantic will work alongside AMC to promote its upcoming sci-fi TV show Humans, which premieres this Sunday, alongside its Instant Article posts, according to Mr. Cohn. Meanwhile, the New York Times doesn’t have a corporate partner, instead focusing on innovation and strategy with its articles, according to editor Kinsey Wilson. “We believe we can command a rate similar to what we get for an ad on our own site.”
Newsrooms have become more reliant on getting the “word out” through social sites these days, and the Instant Articles feature could be quite a step for them. However, it all depends on how well it plays out – and if it has any effect on day-to-day use for the site, on both desktop and mobile devices.
We’ll see how the news plays out soon enough.