Instant Articles “Lever[age] the same technology used to display photos and videos quickly in the Facebook app, articles load instantly, as much as 10 times faster than the standard mobile web.” They are fast and responsive, interactive and immersive, simple and scaleable, allowing for user control and customisation, and available on Android and iPhone. You'll know them by the white lightning bolt. Instant Articles is a new feature from Facebook which allows people browsing articles within its app to instantly download content – maintaining the features of the original content publisher’s site, but making it look slightly more minimalistic, so as to be more appropriate for a mobile device. It will incorporate rich media options like embedding zoomable photos, videos and maps with audio captions, plus contextual ‘Ambient Videos’. As soon as an Instant Article is picked up to show in your News Feed, a rich cover image and the article are pre-loaded into Facebook’s native app. In layman’s terms, this means that as soon as you click on an article, it will instantly appear on your mobile device: avoiding the usual download times and the impatience that users often experience when content they’re attempting to read takes ages to load. That’s all very well and good of course, but what does that actually mean? And what does it mean for you and your clients?