The Facebook Challenge: How to distribute content?

Social Media

After outsized initial excitement and bold claims about Facebook Instant Articles, Google AMP and other social platforms, the time has come to see what is really happening. DCX – Digital Content Expo – assesses the impact and emerging trends of distributed content.

In 2015 smartphones had become the predominant means of accessing information, and user frustration with web-page loading times was snowballing. Several of the biggest and most influential technology companies rolled out technologies to host publishers' articles on their own platforms. The ostensible aim was simple: to render information more quickly on smartphones. The implications, though, are far-reaching indeed.

The movement, which has been dubbed “distributed content” was initiated by Facebook. In spring 2015, the social media giant launched Instant Articles, a way of formatting editorial content that replaces an outward link to a publisher’s website with text, images and occasionally video hosted directly on the social platform.

A groundswell of content initiatives

Facebook was soon joined by Apple. In the latest version of iOS, users are presented with an app simply called News, that, like Instant Articles, presents content from a wide selection of publishers that the user can customize to his liking, mimicking news aggregation apps like Flipboard, but with a much larger selection of big-name publishers.

In the meantime, the messaging app Snapchat, popular with millennials, launched a service called Snapchat Discover, which presents editorial content that has been formatted to target a younger audience, but is limited to a small number of publishers.

Twitter joined the distributed content fray by introducing Moments, a feature that allows publishers to present breaking news in a more sophisticated way then the normal Twitter timeline would allow. And in late 2015, Facebook launched its own news-messaging service called Notify.


Google AMP: attempt to dominate the mobile advertising market?

Lastly, Google launched its own initiative: Accelerated Mobile Pages, or Google AMP for short. An open-source effort that aims at speeding up the display of web pages on mobile devices, Google AMP is not a platform per se, but rather a technology framework that can be used by publishers without having to let go of their content. In that respect it is profoundly different from Instant Articles. Nonetheless, Google is clearly targeting Facebook in what looks like a bare-knuckle fight to dominate the mobile advertising market.

In the session “The Facebook Challenge” we give a review on the emerging trends of platform publishing. Speakers like Andreas Pfeiffer, Editorial Director of the Pfeiffer Report, give you tips about  Social Media Monitoring, long-term editorial reputation on social media or recognising and filtering insulting comments:


The Facebook Content Challenge: Tuesday, 10 October 2017, 11.30 a.m. to 1 p.m.

Conference Stage, Messe Berlin
Moderation: Nick Tjaardstra, Director, Global Advisory, WAN-IFRA, Germany


Speakers (amongst others) 
Andreas Pfeiffer, Editorial Director, Pfeiffer Report, France

To the conference programme
Learn more about the WAN-IFRA report “Distributed Content”

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