Facebook: Early tests show Instant Article subscription push working
Images: Facebook
Facebook says that early tests for its news subscription product have been successful: People who saw Instant articles from publishers in its test group in May were 17% more likely to subscribe to those publications directly from Facebook than people who saw standard web links.
Why it matters: Facebook says the results show that its efforts to help publishers create meaningful revenue streams outside of advertising on are effective.
"We're seeing a healthy double-digit increase."
— Alex Hardiman, Head of News Products
What they're saying: Executives from several publications, including The Washington Post and Hearst, write that they are so far pleased with the tests' performance.
Facebook says it's adding updates to the initial product, including tools that enable publishers to define when a reader sees a paywall, more flexible meters (monthly vs. weekly vs. daily, etc.), and support for occasion-based special offers (like a July 4th discount.)
What's next: Other subscription investments are also in the works.
Facebook says it will begin working with publishers in Latin America to integrate their subscription models into Instant Articles as well, like O Globo in Brazil.
It's also testing a button on a publisher's Facebook page that allows a publisher to promote their subscription offer. (They hope to add this in a few months.)
The bigger picture: Hardiman says that sharing data with publishers on the effectiveness of tests can better inform a subscription roadmap to help elevate publishers' subscription efforts.
"Our goal is that wherever there is news content on Facebook, we want to give publishers better tools to drive subscriptions."
