Over the past couple of years, we’ve seen an increasing emphasis on mobile optimization. While mobile optimization has become a total necessity for advertisers and businesses, it has continued to be embraced by other, more established names in the game.
In light of user behavior becoming increasingly mobile-oriented, Google has adapted to include AMP pages in its index. In a previous post, we discussed whether or not Google has started factoring AMP pages into its ranking algorithm as well as the possibility of a “primary” and separate index just for mobile pages. A focus on mobile friendliness and optimization has continued to move forward, and in the meantime, social giant Facebook has endorsed Google’s AMP project.
Facebook recently rolled out its Instant Articles, which allow publishers to create content that browsers can see entirely within the Facebook app without being redirected elsewhere. Facebook will now allow publishers to create content as instant articles, AMP, and Apple News Format using the same markup. It’ll also include customization options.
This comes as an unexpected development from Facebook due to their past tendency to develop their own version of everything. Instant Articles was formerly Facebook’s own version of seemingly instantly rendering content that kept browsers within the network. Now, rather than insisting that publishers use Instant Articles only, Facebook will allow them to create multiple versions of their content across different landscapes.
While this does come as an unexpected move, it’s not all that surprising given the reaction many publishers had to Facebook’s Instant Articles. Many came to see the feature as another step to take to publish content on another platform, and this may very well just be an attempt to lure publishers back to Instant Articles under the guise of having more options. Another problem with the original format of Instant Articles was an absence of monetization possibilities. Over time, it became the less appealing option and was more or less abandoned altogether.
Moving forward, you can probably expect to see more publishers gravitate towards robust usage of Instant Articles, AMP articles, and Apple News formats to ensure healthy content activity. In the meantime, publishers should continue to look at their options pragmatically and keep an eye out for future content developments of this nature.