By Anne Lu

Facebook has announced the official release of its updated Instant Articles to all publishers in the recently held Facebook F8 conference. This new platform is set to feature fast-loading and responsive posts compared to the usual posts on Facebook. Additionally, the social media giant opened up its Instant Articles to all publishers to create more interactive and shareable content on Facebook.

There were mixed speculations from publishers on the release of the Instant Articles platform which Ad Week has captured. The platform lets publishers post their content directly in the Facebook Instant Articles news feed as well sell ads other than their brand.

“Facebook Instant Articles is neither an ally nor a threat since the war is already over, and Facebook won,” said Sean Cullen, Fluent EVP for product and technology. “Publishers have no choice but to adopt Instant Articles in order to maintain their existing traffic levels and many will have no choice but to buy advertising from Facebook to grow.”

John Potter, CTO of Purch, told AdWeek that Facebook Instant Articles is an ally more than a threat. However, Potter reminded publishers that Instant Articles is just one of the many platforms to reach an audience.

Aside from Instant Articles, WordPress, Tumblr and LinkedIn are also considered alternative blogging and publishing platforms where publishers can showcase their products and articles. These platforms also contain plug-ins, customization and analytic tools that can benefit publishers.

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