Both Google AMP and Facebook Instant Articles are pushing ahead to improve mobile browsing. Though their intentions are slightly different, they are still accomplishing similar goals. They are both improving the mobile browsing experience by delivering web pages at extremely fast speeds. Both of these systems should be taken into account when orchestrating mobile marketing efforts.
The Accelerated Mobile Project from Google is a massive effort to improve browsing on mobile devices. How? By improving the loading speed of pages by up to 400 percent.
The cache server optimizes the page for speed and then pre-renders it. The end result is a page that can be loaded instantly on any mobile platform.
Any sort of page can be created using the AMP framework, but it will be challenging learning how to create fully functional pages within this limited framework. For those who can accomplish this, there are several benefits.
Facebook Instant Articles is focused more on improving the load speed of articles read through mobile devices. It is not necessarily new, but it has recently returned to the spotlight thanks to the Google AMP project, to which it is often compared.
Publishers simply sign up, create the articles on their sites, add the required mark ups, and then submit them into the Instant Article system. They are loaded using the same system that loads graphics and advertisements for mobile users.
Facebook claims that these articles load ten times faster than normal web articles and are seventy percent less likely to be abandoned. (source) They are also shared more frequently than normal articles.
Long gone are the days where mobile users were just a minority. The number of mobile users increases every year and marketing campaigns are forced to take this growing statistic into consideration.
More than anything else, mobile users demand speed. Each of these frameworks provides speed to mobile users in different ways. They also both benefit marketing efforts in different ways.
On one hand, Facebook Instant Articles will improve the content delivery system as well as provide more social media exposure. It greatly increases the load speed of content, but since it operates through Facebook there is an increased emphasis on sharing articles. This drives more traffic to the site, which is always good for business.
On the other hand, Google AMP will fully optimize any page created using the AMP framework. The AMP framework should be used to optimize pages with Instant Articles as well as those without. Speed is an important metric measured by Google, thus the increased speed of pages will improve SEO rankings. As an added benefit, Google gives increased priority to mobile pages created with AMP.
Facebook Instant Articles and Google AMP are both here to stay. Both systems are working to provide pages to mobile users at speeds never seen before and users love it. Marketers are advised to stay ahead of the trend by implementing both systems today.
Pages with articles can be designed using the AMP framework and Instant Articles mark ups. The rest of the pages should rely on AMP where possible. The end result is a mobile website that loads lightning fast on any mobile device. This will improve the user’s mobile experience while also benefiting your marketing campaign.
Thomas Gunner is a successful entrepreneur and business owner.
He operates ReviewFilter.com, a cloud based tool for Hotel and Restaurant operators that engages with recent customers via email, or SMS, and invites them to give feedback on their recent experience of your business.