France Médias Monde is an international news organization comprised of France 24, Radio France Internationale (RFI) and MCD. Even with its massive global reach, the company was looking to expand, notably within French-speaking countries in Africa where mobile connections often aren’t strong enough to load its content. The company turned to Instant Articles to solve this issue and as a result opened up new avenues of growth, traffic, and monetization.
France Médias Monde shows us how publishing Instant Articles in a dozen different languages impacted its business.
By publishing all of its eligible content as Instant Articles, entire populations from Cameroon, Ivory Coast, Senegal and many other French-speaking African countries could now have better access to France 24s French language edition. Referral traffic from Instant Articles took off. Instant Articles accounted for 42% of the publication’s 50% lift overall between April and November 2016.*
Key Takeaway: Publishers with diverse audiences can access entirely new segments of the global population with Instant Articles. Because Instant Articles loads natively within Facebook, it’s not reliant on strong mobile connections for loading high quality images and video.
As a global news source, France Médias Monde’s articles appeal to a diverse international audience. To help expand its advertising reach, especially into the Middle East on its Arabic language editions, the publisher uses Audience Network to monetize its Instant Articles. Audience Network delivers relevant ads from Facebook’s 4 million global advertisers to a segment of the population that the France Médias Monde couldn’t provide otherwise. Revenue took off: France 24 Arabic saw more ad revenue in its first month through Instant Articles than it saw in its previous 6 months combined on the mobile web.
Key Takeaway: Audience Network can monetize international or foreign language audiences outside a publisher’s typical advertiser marketplace by leveraging Facebook’s global demand.
Community managers at France Médias Monde spent years building and cultivating a unique Facebook audience for each of its brands. In fact, in terms of followers, the company has more than any other French media company. To tap into these readers, RFI published Instant Articles in the languages Hausa, Khmer, Kishwahili, Russian, Persian, Chinese and Vietnamese in addition to French and English. This gave the company an opportunity to reach new audiences where speed is typically a performance barrier. And when used in conjunction with Audience Network, it created entirely new revenue streams for the company.
Key Takeaway: Instant Articles optimizes performance on Android so that articles load instantly (in about 1/2 second) regardless of connection and device, equalizing performance globally and giving all readers the best possible reading experience.
“We have a large French speaking audience, but much of them are in countries without a great Internet connection. Instant Articles lets us get our content to this audience and provide a much better user experience. And Audience Network provides these users relevant ads we couldn’t have otherwise.”
Lyès Jmili-Despaquis — Business Developer, Digital Department, France 24
* Numbers provided by France Médias Monde and sourced from ComScore