According to Re/code, the New York Times, BuzzFeed and others have received really good terms with Facebook regarding the publishing of “Instant Articles”. For instance:
Facebook’s “Instant Articles” are designed to load, um, instantly on Facebook’s iOS app — which is the heart of Facebook’s pitch.
Facebook lets publishers use their own publishing tools, and then converts stories automatically into a format that works on Facebook’s app. There are also some cool bells and whistles, like a photo and video-panning feature Facebook imported from its all-but-forgotten Paper app. Here’s a demo video:
Facebook will let publishers keep 100 percent of the revenue they sell for “Instant Articles”; if they have unsold inventory Facebook will sell it for them via its own ad network and give publishers 70 percent of that revenue.
Facebook will give “Instant Article” publishers access to performance data on their stuff, provided by Google Analytics and Adobe’s Ominiture.
ComScore, the Web’s most important measurement company, will give “Instant Article” publishers full credit for any traffic those stories generate on Facebook’s app.
Publishers can control much of the look and feel of how Facebook presents their stories; the item BuzzFeed publishes tomorrow won’t be mistaken for National Geographic’s.
Facebook says it won’t alter its algorithm to favor “Instant Articles” over any other kind of content. But given their novelty, and the fact they’re designed to be eye-catching, it seems very likely that these things will get lots of attention at the start.
Very generous. Enticing, even.
I am keen to revisit this in a year from now, to see if Facebook has revised these terms. If Facebook treats these terms like they treat your privacy, in a year or so I expect the revised terms will not be as generous. And if some companies are not careful, they will find they let their own IT teams dwindle and they will have no choice but to stick with Facebook.