08 November 2017
Facebook has removed its Instant articles from Messenger app, after a year of its launch. The feature was introduced in 2015 for mobile devices and allowed messages to be uploaded 10 times faster. The Instant articles feature was launched on Messenger in 2016.
However, Facebook has been facing multiple problems with the service including monetization issues. Many leading publishers were distancing themselves from the service as they believed they were loosing money with little payout and zero audience growth.
“As we continue to refine and improve Instant Articles — and in order to have the greatest impact on people and publishers — we’re focusing our investment in Instant Articles in the Facebook core app and are no longer offering Instant Articles in Messenger,” a Facebook spokesperson said. “We believe that Messenger is an exciting channel for new and interesting news consumption experiences, including the opportunity to build unique messaging experiences in Messenger that many publishers have executed successfully via the Messenger Platform.”
Facebook has tried to expand Instant Articles to support Google AMP and Apple News, however, Instant Article URLs are difficult to track and understand where the traffic is coming from.
“Tracking Instant Article content is much more difficult than a traditional link, so brands and publishers are likely finding it hard to gauge traction of the platform,” one source said.
Though Instant articles are no longer available for Messenger, Facebook’s paid content plan and instant articles could play a major role in creating a more immersive content experience, according to an earlier report by WSJ.