The gradual introduction of Facebook’s fast-loading Instant Articles format is about to speed up. The company said today that beginning April 12th, all publishers will be able to create articles using the format. The move, which coincides with the upcoming F8 developer conference, is likely to increase pressure on publishers to offer their stories in the format lest they lose an advantage over their peers.
The format loads articles inside the Facebook app more quickly than traditional links by stripping out most of the code and pre-fetching stories when you approach them in the News Feed. Publishers make money by selling ads inside the stories, which they can either do themselves or let Facebook handle (in exchange for a 30 percent cut of the revenue.) When Facebook introduced the format last year, it triggered an arms race of sorts among other big tech platforms, with Google and Apple both following suit with fast-loading formats of their own.