|Intel Becomes the First Brand to Publish on Facebook's Instant Articles
The distinction between marketers and publishers is getting increasingly blurred. Facebook, which created Instant Articles a year ago to make publishers’ articles load faster, is now giving that tool to brands. Intel is the first to take advantage, posting content from its digital tech-focused publication, iQ, as Instant Articles starting last week.
Founded in 2012, iQ is now is translated into 17 languages with editions around the world. In the U.S., it’s staffed by three Intel employees with help from contractors. The U.S. edition posts seven to 10 articles a week and reaches 1 to 5 million readers a month, mostly through paid social distribution, according to Intel. The goal is to get people to associate Intel with cutting-edge technology as the company tries to shift its perception as a PC maker to a tech brand involved in cloud computing and connected devices.
Because most of iQ’s reach is from Facebook, Instant Articles was a natural fit, said Becky Brown, vp of digital marketing and media for Intel. IQ is planning to publish half its articles this way, and just like a traditional publisher, comparing the engagement rates with those of regular posts to evaluate whether to expand its use.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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