Facebook has announced that it’s going to let publishers add more ads in Instant Articles as part of its Journalism Project. Sites like The New York Times and Washington Post will be able to eke a bit more revenue out of posts that are published directly onto Facebook. Instant Articles don’t require users to stay on the site as they don’t have to click on a link. So they are definitely good for the social media, but not for the publishers. After all, you can’t see native ads, check out new videos or discover new articles. And all of them help the sites keep their doors open.
Publishers are now allowed to place ads every 250 words instead of 350. Facebook now lets them choose video or static ads manually, allowing them to keep 100 percent of the money, or to use the social media’s automatic ad placement feature. In this case, Facebook will keep a 30 percent cut.
As you know, the walled-off approach Facebook showed with its Instant Articles is quite annoying to publishers. As for them, profit comes more from the readers on the website, not Facebook. The Journalism Project was launched addressing that issue. With steps like digests of multiple instant articles to let users discover content from the same publisher. Besides, it’s testing a new feature with Germany’s Bild. That will let users start paid subscription from within an Instant Article.