Facebook, the social media giant is always known for serving best and personalised content to its users. Maintaining the decorum, the network has added its Instant Articles service to its Android and iOS app in India.
The company reveals that the new service will be limited to a few users, initially, however, as soon the testing phase will be over it will launch it publically.
It has joined hands with The Indian Express, India Today, AajTak, Hindustan Times and The Quint, as publisher partners in India.
“We at Facebook are really excited to be rolling out Instant Articles in India on Monday. We are working with a publisher ecosystem that is varied and we are excited to see how this product will resonate with Facebook users and publishers in India,” Facebook’s director, news and global media partnerships, Andy Mitchell said.
Apart from India, the Instant Articles service has already been launched in the United States and Western Europe for iOS users only. It is the third region around the world where the service has been announced.
Facebook explains that with its new facility, the articles will load 10x faster than the mobile web, as it pre-loads the content when the user scrolls down the News Feed. And it simply pops out instantly when it receives a tap, and, or embedded videos start playing at the moment by scrolling down to them.
With the Facebook’s new Instant Articles, the user can load stories much faster, without leaving the native app. It will allow the users to quickly get to the content they want and enables the publishers to display media-rich content easily, and to cache content so that articles open in moments, even on 2G networks, it further added.
The firm’s CEO, Mark Zuckerberg revealed that with 130 million users, India is the second largest market for Facebook, outside the US. Also, the same is assumed as the reason for the announcement of service in the country.