By John Gruber
Black hole takes your money.
MailChimp makes you money.
As more people get their news on mobile devices, we want to make the experience faster and richer on Facebook. People share a lot of articles on Facebook, particularly on our mobile app. To date, however, these stories take an average of eight seconds to load, by far the slowest single content type on Facebook. Instant Articles makes the reading experience as much as ten times faster than standard mobile web articles.
A few thoughts:
This looks beautiful. Clearly it’s built by the team that did Facebook Paper, with things like the way you tilt the phone to pan around large photos. The knock against Paper is that it only “works” if your friends and family post beautiful, well-crafted content to their Facebook feeds, and, well, that’s not the case for most people. Instant Articles, on the other hand, is all about professionally-produced content.
I’m intrigued by the emphasis on speed. Not only is native mobile code winning for app development, but with things like Instant Articles, native is making the browser-based web look like a relic even just for publishing articles. If I’m right about that, it might pose a problem even for my overwhelmingly-text work at Daring Fireball. Daring Fireball pages load fast, but the pages I link to often don’t. I worry that the inherent slowness of the web and ill-considered trend toward over-produced web design is going to start hurting traffic to DF.
There’s also a convenience advantage over per-publication native apps. People are already checking Facebook many times a day on their phones. When they encounter these Instant Articles, they’re one tap and a moment away from reading them. People just don’t check many apps — check the New York Times, check National Geographic, check BBC News — that just isn’t how people use their phones. At best, standalone per-publication apps can get our attention through notifications, but notifications are bothersome in a way that something scrolling through your Facebook feed is not. And an aggregator of content from multiple sources — like, say, Flipboard, to name one obvious competitor — is asking users to check an extra app every day. There are only so many apps people will check for “new stuff” every day.
Like Paper, Facebook Instant Articles is iPhone-only, and from what I can tell, Facebook hasn’t said a word about Android support. (Paper is even
North America US-only — Instant Articles are supported worldwide.) Many are presuming it’s forthcoming, but Paper remains iOS-only. For the moment at least, Facebook isn’t really treating “mobile” as their first-class target platform — they’re treating the iPhone as their first-class target platform. (Instant Articles isn’t even available on iPad yet.)
I’ve been skeptical about this whole thing from the publishers’ angle. Seems dangerous to cede control over your content to a company like Facebook. But it sounds like the business aspects are very favorable. Publishers can use their own ads and keep 100 percent of the money; if Facebook sells the ads, they use a 70/30 App Store-style split of the money. And there’s no exclusivity.