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The Strategy Behind Facebook Instant Articles Monetization

We see clients make $$ every day.

We're in a very lucky position at RebelMouse because normally you get to only see your own data. We're able to see what's happening across a huge set of web properties with different audiences, missions, strategies, and teams all over the world. We share our learnings in strategy sessions with clients where we brainstorm on how to make this information and these trends applicable to their business.

There is a lot of noise going around about Facebook Instant Articles not performing well. But what we're actually seeing is quite beautiful in many cases. We have clients experiencing up to $25 CPM — and even $35 — on Instant Articles now. They're achieving those numbers not through a sales team, but rather with effective content on sites that are perfectly optimized for social — and this absolutely includes a seamless Instant Articles configuration. Across the board, we're seeing sites hold a healthy $5 CPM a day, and some even regularly come in at $10.


How + Why Instant Articles Work

Let's be clear though: To get the most out of Instant Articles, you have to go 100% all in — every article has to be posted as an Instant Article. This means a video at the top of the post is essential, followed by content worth reading. But this means more than just a set of embeds — you also need correct context and voice your audience thinks is worth scrolling for. And it's especially important to configure your ad units so they display evenly throughout your content to the right audiences.

It's a battle-tested formula that's working for all of our clients: video + engaging, intelligently-designed copy = $ on Instant Articles.

But again, you really have to stick to the formula. Low pagespeed, no Facebook pixel installed, and poor design will all work against your goal of getting better CPM.

How Facebook's Audience Network Works

Collectively, we've all told Facebook more than we probably should have. We haven't learned to lie to Facebook. So the platform knows a lot about us: what we like, what we hate, what disgusts or delights us, and on which days.

Facebook is going to kill Google, because it won't be long before the social giant takes its Audience Network to mobile and desktop to outperform Google with ads that aren't embarrassing. What's important for you is to focus on creating and building an audience that resonates with your content. Repeat visits, loyalty, and engagement are everything in today's social world.

It Won't Work for Everyone

We're still not totally positive about why one out of twenty sites get really terrible CPM on Facebook Instant Articles, with some even dipping below $1. It's rare, and to be honest, it's usually connected to a problem surrounding either being in a developing country or having content in a foreign language. More commonly, it's a problem with original content that just doesn't attract high engagement.

How Long Should Your Test Last?

One month of commitment could change everything for your business, and is often enough time with Instant Articles to know if it's the right space for you.

REMINDER: You have to really do it properly to see meaningful results from Facebook Instant Articles. At RebelMouse, we offer configuration, implementation, and strategy services to make sure you see ROI from your efforts.

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How to Fix the Post Preview Bug Due to Connatix Video Ads

Some users have reported that when previewing a post in the Entry Editor with a Connatix video ad embedded, the video takes over the entire screen like in the following example:

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Changing the World on Behalf of Millennial Mothers

Motherly is a new media property redefining motherhood. Created by women for women, their mission is one of empowerment to support women on their unmatched journey to mommyhood. Founded in 2015 by serial entrepreneur Jill Koziol and award-winning Washington Post digital strategist Liz Tenety, Motherly leads the effort in curating female-driven content that builds strong communities through the power of dynamic, multiplatform storytelling.

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NEW! End of Summer 2018 Product Updates

It's almost the end of summer 2018 and we have some awesome product updates to announce! Here's what's new: scheduling posts to be unpublished, a copyright option for Facebook Instant Articles, Keywee and Parse.ly integrations for Facebook Instant Articles, parent/child relationships for sections in the dashboard, a scheduled filter for community-enabled dashboards, and a Google Search Console integration for the Entry Editor. There's a lot to unpack here, we know! So continue on below for more details on each announcement.

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