Facebook's Call-to-action units for Instant Articles is rolling out to all publishers starting next week, will let partners drive value through call-to-action units in Instant Articles. The program is already in beta test since the begining of the year on-boarded over 100 publishers globally.
Facebook said, closely with partners, they've created and tested "Page Like and Email Sign-Up call-to-action units, prompts for readers to like a publisher's page or sign up for an email newsletter from within an Instant Article."
Each of these unit features "a blue call-to-action button that prompts readers to take a specific action." Once these units are launched, publishers will be able to set these up through a simple, self-serve creation flow, and can access insights on the performance of their call-to-action units.
Currently, two types of units are available to all publishers:
Email Sign-up unit will let readers share their email address and agree to receive email newsletter updates from a publisher. Flexible design options allow publishers to customize messaging and clearly represent their brand.
Page Like unit allow readers that Like the publisher's Page are eligible to receive updates and posts from that publisher in News Feed.
How you can create own Call-To-Action (CTA) Units:
Under Instant Articles in Publishing Tools tab on your Page, follow the self-serve flow located within the Call-To-Action Units subsection, and then click on the blue + Call-To-Action Unit button and then follow the guided flow. When created, at any time, you can "turn each one on or off by selecting it in the management window and using actions drop-down menu."
The following information is required while creating an unit:
- Unit Name for your internal use to help keep track of the unit and is not visible to the public. Use it to identify the unit on the insights page.
- Headline — A header for the unit.
- Body Text — Description of your newsletter.
- Confirmation Message — A message displayed to readers after they sign up. This appears to readers on a second screen after they click the call-to-action button.
- Style — Settings to customize the unit's font and background colors.
- Logo — Selection of logos previously uploaded to Instant Articles to choose from.
The status column indicates whether a unit is active or paused.
To monitor the performance of Instant Articles call-to-action units on the insights page—click on View in the insights column on the Page where a call-to-action unit was created. Or, head to Insights at the top of Page and click on Instant Articles CTAs in the left navigation bar.
The following metrics are available with each of the units:
Email Newsletter Insights
- Sign Ups — Total number of new email newsletter subscriptions added through the call-to-action unit. The main graph shows total impressions and total sign ups. Direct your cursor to a point on the graph to see the click-through rate in a pop-up window.
- Gender and Age — The percentage breakdown by age and gender of new email newsletter subscribers through the unit.
- Location — The percentage breakdown by cities of new email newsletter subscribers through the unit.
Page Like Insights
- Page Likes — Total number of new Page likes added through the call-to-action unit. The main graph shows total impressions and total Page likes. Direct your cursor to a point on the graph to see the click-through rate in a pop-up window.
- Gender and Age — The percentage breakdown by age and gender of new Page likes by people through the unit.
- Location — The percentage breakdown by cities of new Page likes by people through the unit.
Facebook notes, that collaborating with the industry they're developing new call-to-action units as well to deepen relationships and form new connections between people and publishers. Below are some examples that are already in the works, include:
Testing Free Trial call-to-action unit: testing a quick and easy way for people to sign up for a free trial to a publisher's digital subscription through Instant Articles with a small group of publishers.
Testing Mobile App Install call-to-action unit: Many partners have asked for a way to drive adoption for their mobile apps. So, this week, facebook also officially launched an alpha test of a new Mobile App Install call-to-action unit with a handful of partners.