Major publications are bringing their articles to Facebook Newsfeed. This new feature is called Instant Articles. Following the last article about news consumption rising from social media instead of TV and Newspapers, Facebook is on the right path to make its users to be able read news articles without leaving the platform ever.
Instant Articles scheme would work under condition that publications will keep all ad revenue from articles posted on Facebook if the sites themselves sell the ads. If Facebook does the legwork of selling the ads, it will keep 30 percent of the revenue for itself. Those numbers suggest that Facebook doesn’t see Instant Articles as a direct revenue stream, but rather as a way to keep its users on its site — a benefit that can indirectly increase Facebook’s earnings.
Facebook is reportedly arguing in its pitches that Instant Articles will lead to increased readership, since the articles will pop up quickly straight in the app instead of taking upwards of eight seconds to load in a web browser. The largest publications see a massive percentage of their traffic already (and, therefore, ad revenue) come from Facebook referrals. Many sites are wary of giving more control to Facebook, but some see it as a necessary means of survival.