Tim Peterson says, “You’re probably going to start noticing more advertorials adopting Facebook’s Instant Articles format.

On Friday, Facebook added some cosmetic changes to branded Instant Articles that highlight the brand involved and give them a little more flexibility with the look of their content. The changes are pretty minor — automatically adding a brand’s logo to the byline, as well as new colors, text styles and spacing for the corresponding content — but they combine to give brands more control over and visibility within their advertorials, which could give publishers a better chance of selling brands on Instant Article campaigns.

“People have told us that branded content that is overly promotional is less engaging, so we’ve designed these tools to give publishers elegant customization and branding options for marketers within their Instant Articles,” Facebook said in a company blog post announcing the changes.

Translation: If we highlight the brand up top and make the content look better down below, maybe the brand won’t feel the need to highlight itself so much in the actual article. And if marketers can get more obvious credit for their branded Instant Articles, maybe they will be cool with a publisher handling the work to ensure its advertorial isn’t too much advertising and not enough editorial”.

Facebook makes it clearer when an Instant Article is an advertorial

Marketing Land

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