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Game of Phones: Facebook Instant Articles VS Google AMP

By April 12, 2016 No Comments

By now, you have probably heard about Facebook Instant Articles and Google AMP. Both mobile publishing platforms have their own pros and cons for digital publishers. But which one is right for you? Keep reading to see if you should get AMP-d up or make things Facebook official.

Being Instant is Everything — Facebook Instant Articles is quick. Really quick. It connects users to online stories 10x faster than ever before. With Facebook Instant Articles set to launch April 12 for all publishers, there is the potential to have a larger reach beyond your initial readership and impact for social sharing and virality can hit new records. All this is possible without having to leave Facebook’s mobile app.

And it’s simple. Its clean UI is hard to deny.

The Dirty on the Data & Advertising

You can lay back, relax and enjoy the ride because Facebook will track your reader engagement and send you packaged analytics.

So what’s the catch? In exchange for your content, Facebook will own the relationships with your readers. They will also control the distribution checkpoints and profits from advertising meaning you’re sharing your business with Facebook whose objectives might not be the same as yours.

What About Google AMP?

On the flip side, Google AMP (Accelerated Mobile Pages) focuses on providing users great experiences on the websites they click on in search results. Google AMP is also lightning fast but works a bit differently. It loads the text first, and then images – providing content quickly for users, using 10x less data. While Google isn’t interested in tracking your data or stopping you from using ads, its open source format means there still might be some glitches. Additionally, building and managing another version of your online stories on this platform can possibly create even more work for you.

Let’s Talk About SEO

With Google AMP, making your website more mobile-friendly means you’ll rank higher in the mobile search results.

No matter what mobile publishing platform you choose to support your mobile strategy, there is much to be said about the opportunity to improve your website’s mobile friendlessness to better engage your audience.

If less is more, Facebook might win the race. But in the age of digital publishing, having ownership over your audience and your advertising revenue also seems like something worth fighting for. Let the games begin.

Want to learn more about audience development for your digital properties?
Request a demo!

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