Facebook Instant Articles vs. Google AMP


Admit it or not, the Internet is more and more becoming a crucial part of our lives – maybe pretty much like the electricity and flowing water right into people's houses a century ago. Actually, the mobile phones technology advances so fast getting more and more convenient and affordable for different things, so that the smartphones as well become a crucial part of the everyday life resulting almost half of the visits of the net being paid through mobiles. Well, we already said about it and not once.

Note that the Internet is not a simple thing, it is quite a real territory and there is no doubt that the big players out there are trying to claim more and more of it. Furthermore – it seems like they are actually trying to create mini versions of the net inside themselves by developing clever ways to keep the traffic from leaving their own servers. What the vendors claim is this way the viewer gets much better browsing experience, especially on the mobiles gaining speed and using much less of the bandwidth included in their mobile plans. And just like the smartphones OS and the responsive frameworks, there are quite a few approaches developed by different Internet giants like Facebook and Google – each one having its specifics, pros, and cons.

Over here we're going to take a look at Google's AMP project and Facebook's instant articles trying to get what they are along with the similarities and differences between them.

What they are?

At their most standard rank, both equally Facebook Instant Articles and Google AMP are built to assist material ( especially static content, just like words and illustrations) load more quickly on mobile phones in comparison to a usual website page. Within the details of their layout and operation, still, there certainly are some serious diversities.

Pretty much both of the approaches narrow down to chopping off the regular HTML/ CSS /JavaScript stack used for creating web content narrowing things down so only the most essential parts for displaying simple content are left. This way mobile browsers have fewer data left for loading and processing and therefore – site pages gain faster performance. Additionally the - let's call it optimized content – gets either hosted entirely (like with Facebook Instant Articles) or just cached as a copy on a vendor's servers (all AMP pages get a mirror copy on Google's CDN and when called back from mobiles get actually loaded from there).

This way the users benefit from strong servers of the big companies and gain a bit faster and even better performance as well. This faster performance is also used to better monetize the pages by clever handling the ads included.

Facebook Instant Articles functioning within the Facebook app, supporting brands to post articles directly right into Facebook's News Feed besides using outbound hyperlinks. That shows users can easily open up and review entire articles inside of the Facebook app. For Facebook, this is actually a giant advantage, since it supplies clients one less cause to leave the app even though additionally potentially producing ad income for Facebook.

Google Accelerated Mobile Pages do the job a bit diversely. When Facebook Instant Articles only show up in the Facebook app, AMP articles show up within your mobile web browser on Google search results pages. This makes them sense lower like a whole entire new practical experience compared to an optimized variation of basic mobile web site pages. The basically only thing that determines them from usual search engine results page is actually that they pop up around a carousel on top of the search engine result page and feature publication labels and thumbnail images that really help them catch the eye.

Precisely where the content settles?

With AMP the actual content takes place on publisher's server – generally in a side folder containing only the optimized copies of the real pages. Once fetched by the crawlers however this content also gets cached on big platform's like Google itself, Pinterest and Twitter servers and actually displayed from there when a user tries accessing it from them.

Facebook Instant Articles get created for the Facebook and reside only there as a content published by a particular page's administrator.

Precisely how the things get executed?

Pretty much both of the approaches target a static web content – like plain HTML and just a bit of a CSS. Almost no JavaScript allowed.

You can create AMP pages through using whatever web building approach you got used to. The project comes along with a validation service which you should regularly launch to check out your progress while building and fixing whatever it found which is not up to the standard. The "almost-AMP' pages can take place on the net, get read by a regular browser but will not get any of the privileges from the big sites mentioned earlier. So if you're going for AMP you would want to make sure that you pages are approved according to the AMP rules – otherwise, it's all in vain.

FBIA provide a bit more interactive approach – things get done on their own a bit like custom CMS environment where you can write your markup and see if there are some issues with it. Another part of the system takes care of graphically defining some overall styles you can just apply in the markup later on. Automated publishing via RSS and CMS plugins is also supported but if any errors in the content occur you should look for them being announced in the FB console as well.

Expanded summarized tips relating to the way they work

Counting on the similar systems Facebook applies to swiftly load videos and pics, Instant Articles come with a range of multimedia features, including auto-playing videos, interactive maps, and explorable photos. These kinds of articles are designed utilizing HTML5, and authors are needed to submit a correctly formatted example to be supported via Facebook just before they can start delivering to Instant Articles. Once they have certainly been approved, though, publishers have the opportunity to distribute Instant Articles straight from their current web content control systems, either via the Instant Articles API or else utilizing a guarded RSS feed.

Meantime many publishers remain aware of stimulating their readers to stay in Facebook's application ( instead of checking out their own mobile phone websites), the end results can be dramatic. In accordance with Facebook, Instant Articles are provided 30 percent more frequently compared to mobile net articles, load 10x faster, and are 70 percent lower quite likely to be abandoned.

Besides establishing a fresh system, Google has preferred to take an optimized edition of the common mobile phone web practice. The trick here is undoubtedly preloading, implying that Google begins saving and pre-rendering material just before you even tap on an article. Preloading has been actually all around for a long period of time, though Google has utilized this specific technology to the next level. Not really surprisingly, the lesser number of assets you have to load, the speedier this process turns out. That is the reason why Google has selected to go along with a significantly removed down subset of HTML for AMP called AMP HTML. Where Facebook Instant Articles takes advantage of HTML5's multi-medias and expressive story-telling powers, Google AMP accents static material above active, shutting out JavaScript and third-party scripts, a couple of features that are regular to modern web pages.

Through cutting out JavaScript together with slow-loading components of HTML, Google AMP is capable to greatly reduce the time of loading. Per Google, AMP articles load 4x faster compared to common web pages while operating 10x fewer data.

What gets cutted out?

First, one to go down are the scripts. Since both of the approaches are more about a content like text pictures and images both FBIA and AMP disallow the usage of scripts except their own so the interactive features are quite limited.

Styling has quite a few restrictions as well. AMP narrows it to a single <style> tag placed inline to contain whatever custom styling the publisher decides should take place while as mentioned above in FBIA you get rather a graphical interface for defining a few styles you can use later on.

HTML tags – both approaches limit the tags permitted for using prescribing specific patterns to follow in order to just pour your content into. Additionally AMP web builder replaces quite a few regular tags with their own – like <div class="img"><img></div> becomes <amp-img> for example – claiming that's the way their script (the only one allowed on page) is capable of handling the way they get handled, prioritizing the loading and so on and on.


As it looks like the AMP, that is backed up by Google and offering better placement in the search results, runs a bit ahead of FBIA which can only be accessed by FB's mobile app so Facebook doesn't much care about being compatible.

FBIA, however, have recently announced they are now compatible with AMP what means that once you create your Instant article the Facebook's Developer platform come out with the promise they will do all the heavy lifting providing you a ready-made AMP copy of the very same content, making your content compatible with the other standard as well.


It is actually difficult to compare application information straight, but it is safe to say that both Google and Facebook connect with the massive amount of people every day. Google takes care of greater than 3,5 billion searches per day, while at the same time Facebook's 1,65+ billion users spend up to twenty percent of their free time online using Facebook. While selecting which system to go with, it is without a doubt significant to be mindful of where your target audience is and precisely how they already get access to your web content. Are more clients getting your content by organic search? Or directly from social shares?

Simplicity of Application

Numerous of the technologies prohibited via AMP HTML, such as iframes and JavaScript, are regarded elementary to modern internet sites. Therefore, authors who want to build an Google AMP article are practically demanded to set up parallel versions of their material, which is a great investment of time and useful resources.

To compare, Facebook has attempted to make getting up and operating with Instant Articles as straightforward as entirely possible. The whole process can possibly be taken care of from authors' presenting web content administration systems, and they can begin syndicating all their content to Instant Articles with the flip of switches.

Ad Revenue

Facebook Instant Articles is actually a business companionship. There are a couple of ways right here. Publishers who selling and provide their own promotions have a full amount of the profit created with advertisements inside of Instant Articles. Publishers at the same time have the feature of letting Facebook to promote advertisings on their place via its own mobile commercial system, in which case Facebook takes a 30 percent cut. Originally, some authors were unhappy around attracting fewer profits through Instant Articles than through their personal mobile sites. Since Facebook altered several of its commercial regulations, but, a lot of publishers have stated finding parity in commercial income across their mobile websites and Facebook Instant Articles.

Google AMP is certainly a little different. This is an open-source campaign, not really a business relationship. Rather than trying to prevent visitors inside of a specific app, as Facebook targets to do, Google is certainly more interested in changing the manner publishers establish mobile website pages. Google is producing standards and optimal strategies that it hopes material creators will adopt in order that its internet search engine has the ability to guide customers to the most efficient mobile phone practical experiences.


Do the AMP actually accelerate the things up as they claim for providing a better experience to the audience and therefore – better profit to the publishers – taking in consideration all the additional efforts and expenses which come along with transferring the content in multiple formats – the time will tell.

Probably a year or so there will either be only one method left as a universal standard or the whole thing will get abandoned and replaced with something new – something different from a chopping off method. Anyway – if you were wondering - what is this noise around AMP and FBIA was all about – hopefully, now you know a bit better.

Examine a couple of AMP video:

Linked topics:

The Future of Mobile Content: Facebook Instant Articles vs. Google AMP

Facebook’s Instant Articles platform to support Google AMP, Apple News

Facebook is trying to salvage Instant Articles by adding support for Google AMP

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