Facebook has collaborated with Automattic to launch Instant Article WordPress plugin to attract a larger number of marketers towards its platform.
As Facebook gets ready to launch Instant Articles to all publications in April 2016, it says on Monday that it is collaborating with the parent of WordPress.com, ‘Automattic’ to launch an Instant Article Word Press plugin.
The plugin develops a special RSS feed that optimizes posts automatically so they can be presented as Instant Articles. The plug-in is customizable and open-source. One could get its documentation on Github.
The networking giant said it tried with “a small group of publishers” that are running on WordPress, including Zap2it of Tribune Media and Foreign Policy to test the plugin. From April 12, 2016, the new feature will be offered to everyone, when the company’s annual F8 developer conference will be held in San Francisco. A large number of publishers are currently publishing on Instant Articles.
The move by the social network to help outlets to easily use Instant Articles followed the launch of its rival ‘Accelerated Mobile Pages’ by Google, in the last month. The publisher-friendly feature of the American search engine is open-source, says Richard Gingras, head of Google’s social and news products, to Shan Wan of Nieman lab. He also said more than 80 developers contributed to the code to GitHub AMP repo since the announcement of AMP in last fall.
Google persuaded developers to play their role in making the plugin on Github. Similarly, Facebook did the same. It has kept tweaking Instant Articles as feedback is received from news companies currently using the feature. Now, the social media service provider permits publishers to ask for email newsletter signups in the feature
In December 2015, the organization improved advertising revenue generation from Instant Articles for publishers. Facebook revealed that over 25% of the webpages (not just publications) are powered by Word Press, so helping Word Press users log up for Instant Articles looks quite logical, particularly if the social media giant is interested in turning itself into a user’s all-in-one news source.
According to Business Insider, Facebook declared that it has backed away from its plans to develop a demand-side platform in Atlas. It started to test platform inside Atlas in 2015, permitting only a few advertisers to use its “people-based” targeting abilities to programmatically bid on advertisements on other applications and websites, or one can say in real-time with automated software.
Facebook posted on its blog that platform did not delivered enough value as the quality of advertisements on the open internet were too low, often selling advertisements to bots not human beings.