How Reuters uses Facebook Instant Articles to boost its audience
Cameran Harman of the Facebook Journalism Project writes about how Reuters uses Instant Articles to boost its audience.
Harman writes, “Before launching Instant Articles, the Reuters team made sure they understood their audiences’ reading and media consumption behaviors on Facebook, as well as readers’ relationship with the nature of their content.
“Using Creator Studio, they tweaked and refined their strategy. By leveraging data insights and monitoring article performance, the Reuters team could work out how they could best boost content circulation and monetization.
“They quickly scaled. With a growth hacking mindset and an on-the-go approach to learning, the team soon realized they had an opportunity: Instant Articles’ high click-through rate was creating a positive effect on desktop and mobile web versions of the same stories.”
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