Looks like Facebook is letting some publishers test newsletter sign-up messages at the bottom of their Instant Articles.
The New York Times and The Washington Post are among those who are participating.
The test messages are hard to spot because they’re not being shown to all readers, and publishers said it was either too early to share results or that they wouldn’t ever be sharing them, according to the post at +Digiday http://tgcafe.it/1L7uye2.
Marketing Land came across an example of these forms when checking out an Instant Article on The New York Times’ Facebook page on Wednesday (screenshot below - http://tgcafe.it/1QqOFCU).
“One of the other things we heard is that publishers want to build a more direct relationship with their readers through Instant Articles, and one way to do that is through more regular contact with those readers. It’s very early days for this test, but we look forward to working in conjunction with our partners to test and iterate on the product," Facebook said in a statement to DigiDay.
As noted in the post at MarketingLand, the email sign-ups appear to be a way for publishers to own some of the audience they’re borrowing from Facebook by hosting articles on the social network.
They are also in keeping with the idea that Instant Articles — and social distribution in general — can be a form of marketing for publishers.
This is certainly great news considering Facebook's Instant Articles will be rolled out to all publishers starting April 12 (http://tgcafe.it/2108pWf), even though it's unclear whether this specific feature will be released to the public in April launch as well. We can certainly hope, right?...
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