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.”

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.