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Pros and cons of Facebook Instant Articles

Facebook (and Google) promise to make the web faster by storing versions of your content on their servers. The result means super-fast load times of your content, but at a price. Your content may be forced into specific templates and some content and functionality will not be supported by the platforms.

One way to make your mobile site faster is to embrace Facebook’s Instant Articles. The technology has the potential to make your content load nearly instantly. But it comes at a cost. Instant Articles require the use of Facebook’s templates, meaning some style, content and functionality aren’t supported. Also, as the name implies, the technology is only on Facebook’s platform. That means you won’t see the traffic reported in your site metrics.