As smartphones overtaken desktop as the primary way to access content online, the way most publications design and develop web pages has taken on increasing importance. Content publishing on Mobile is a tough game. Irregular networks, Limited data plans and a slower processing speeds mean that the web owners need to focus very much  on the importance of how their pages are built and displayed. Mainly on mobile devices, slow-loading or poorly designed pages can dramatically increase bounce rates and result in lost ad revenue.

Recently, Google and Facebook implemented a great feature which helps mobile user experience and make website load time faster. Facebook came up with Instant Articles (IA); later , Google introduced Accelerated Mobile Pages (AMP). Accelerated Mobile Pages (AMP)and Facebook Instant Articles (FBIA) are similar in concept but used in very different ways. This two makes blog posts and news articles load more quickly on mobile devices which feel like app-like experience. However, each platform is implemented quite differently,

What Are They Exactly?

Facebook Instant Articles

Facebook’s Instant Article is a html5 document for mobile users which is very well optimized for mobile devices, Instant articles are only visible for readers reading articles on Facebook’s mobile app (Android or IOS). Apart from host the content in publishers website  Facebook Instant Article allows publishers to host their content on Facebook.

Google Accelerated Mobile Pages

Gogle AMP work a bit differently. Where Facebook Instant Articles only work with the Facebook app,  Google Accelerated Mobile Pages articles appear inside the mobile web browser on Google search results pages. It creates a new version of each page with an AMP HTML file, JavaScript framework and AMP Content Delivery Network, which automatically caches websites and loads from Google’s high-speed servers.

How Do They Work?

Facebook Instant Article generates a new RSS feed, which meets with it’s formating requirements. Once you publish a new article, it automatically generates the Instant Article version from the given feed, which is hosted on Facebook as well.

Google Accelerated Mobile Pages (Google AMP) generates its AMP version once you publish a new article, which can be viewed by adding /amp to the end of the article, for example:

AMP version of can be viewed at

What is the main  advantage?

Both Instant Article and Google AMP provide a much faster, mobile friendly experience on mobile devices and well organized and beautiful way to display ads. But there are some differences too. Lets check it below.

Who can View it?

Facebook Instant Articles are only viewable for the users who are reading articles by using Facebook’s mobile app. After publishing your article on your website you can share a link to Facebook, and it has an Instant Article version, users browsing from Facebook’s app will be automatically redirected to the Instant Article.

Google’s Accelerated Mobile Pages are visible when a user search the content on Google. Once you publish a Google AMP optimized article, mobile visitors will be redirected to it.

Example of Accelerated Mobile Pages and Instant articles

This is an Instant Article:


Instant Articles vs Google AMP : A Detailed Comparison
This is how an  Google AMP looks:

Instant Articles vs Google AMP : A Detailed Comparison


What if these contents share using email or Whatsapp ( other platforms )

If Instant Articles are shared outside of Facebook’s app, everybody who clicks on that link will be directley goes to the original version on the website. If they are browsing on mobile, they will see the mobile web view.

With Google AMP, if a user opens the article link on mobile, He will see the AMP version of the site. If a user opens it on desktop, he will be redirected to the desktop version of the article.

Ad Revenue

Facebook Instant Articles includes one large and one or two small banners for every 350 words of content. Ads must not exceed 15% of the content if your content consists primarily of media or images. Ads are placed automatically, but you can manually determine the placement within your articles.

Facebook offers publishers two options for the ad placement:

  • Sell ads themselves (The publisher will get 100% of revenue generated from ads)
  • Allow Facebook to handle ad selling (Publisher will get to 70% of revenue, Facebook keeps 30%)

Google AMP provides full control to the publishers over their ad inventory and how they sell it. But publishers have to choose an ad network from the list of Google’s official partners.

Are paywalls supported?

Instant Articles doesn’t allow paywalls.

Google AMP allows publishers to implement paywalls in the AMP ecosystem.


Analytics and data

Instant Articles is compatible with industry-standard content analytics tools and publishers can also use web-based analytics software to track article traffic.

Google AMP has built-in support for Google Analytics and for tools such as Adobe Analytics, Chartbeat and ComScore. AMP pages will be analysed just like regular web pages