For publishers, Instant Articles is a double-edged sword. Although it’s a great feature that allows articles to load quickly and easily on Facebook’s mobile app, it doesn’t direct readers to publishers’ websites. This means publishers’ websites don’t get web-traffic, and they don’t get the chance to encourage readers to subscribe to their publication. In other words, Instant Articles prevents publishers from making money.
To remedy this problem, Facebook released CTA units for Instant Articles. Much like the CTAs you see in Facebook ads, CTA units in Instant Articles encourage readers to complete a desired action, whether that’s to subscribe to a newsletter or to like a Facebook page.
Here’s how you create CTA units in Instant Articles.
Newsletter Sign Up CTA
Step 1: Click “Call-To-Action Units”
On your Publishing Tools page, you will see a menu with several options. Choose the last option called “Call-To-Action Units.”
Step 2: Create call-to-action unit
When you create your CTA unit, you must give it a name, a headline, a link to your privacy policy, a confirmation message, and a body text. The body text must describe your newsletter: which topics it discusses, when the newsletters are sent out, and where readers will find it. In addition to copies, you must choose your background color, font color, and the logo that will appear in the unit.
Step 3: You’re done!
Your CTA unit should appear on this page.
Page Like CTA
Step 1: Click “Call-To-Action Unit”
Click the blue button on the upper right corner of the screen.
Step 2: Choose “Page Likes”
Choose the second option, page likes, to create a CTA unit that encourages your readers to like your Facebook page.
Step 3: Name your unit
Give your unit a name. A preview should appear on the right side of your page. After giving your unit a name, click “Create” to continue.
Step 4: You’re done!
Both your newsletter sign up CTA and your page likes CTA should appear on this page.
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