TKM: Reaching Millennial Audiences with Instant Articles – Instant Articles | Facebook

TKM: Reaching Millennial Audiences with Instant Articles

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TKM, a news company with teams in Argentina, Brazil, Chile, Colombia, Mexico and the United States, provides breaking news, entertainment stories, long form narratives and videos to its global audience of over 19 million Spanish-speaking millennials in Latin America and the U.S.

Traffic from smartphones accounts for 75% of TKMs overall audience, and Facebook is the publisher’s primary referrer. Joining Instant Articles provided the company with a way to distribute content to a significant portion of its readership in a fast and effective way while also further growing its audience in Latin America and the U.S. Today, 100% of TKM‘s stories are available as Instant Articles.

Goals

Strategy

TKM‘s readership is young, dynamic, active and innovative. They also demand quality, speed and efficiency. Millennials have tons of options when it comes to great content and not enough time to consume it all. That’s why TKM content not only needs to be great, but it needs to reach readers as fast as possible. With a loading time 10x faster than normal mobile web pages, Instant Articles proved itself to be the ideal solution to improve the experience for TKM readers.

Agile and Relevant Content

TKM puts a priority on engaging and relevant content that fits well with the Instant Article reading experience. In countries where TKM has news operations and there is comparatively high interest in entertainment, music or pop culture, TKM included videos on their Instant Articles. The article below, for instance, includes an embedded Instagram video from Kim Kardashian.

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Interactive Media Embeds

Instant Articles supports a wide range of interactive media that allows a much faster and immersive experience, and TKM made sure to take advantage of these native features. With high resolution interactive photos and autoplay videos TKM can better immerse a reader and increase time spent per article. In the example below, TKM used the native video player to illustrate a story about discrimination.

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Produce Both Local and Global Content

TKM focused on creating a mix of stories, both local and global. Breaking news and local celebrities may appeal to regional audiences, but the company also makes sure to publish stories on health, science and technology that are of interest to readers across both American continents.

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Results

Once TKM saw how Instant Articles performed according to its Google Analytics and comScore data, the company decided to publish 100% of its eligible content as Instant Articles. Today, all TKM stories are available as Instant Articles. The publisher also implemented Audience Network, Facebook’s programmatic solution, to monetize its articles. After just 3 months, it surpassed other ad networks and is second only behind direct-sold ads in TKM‘s overall mobile revenue.

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“Not only are we satisfied but we’re amazed. We knew from the very beginning that Instant Articles was a solution that we needed to explore. As we continued to explore it and expose it to our readers, we found we were distributing our content more efficiently.”
Viviana Zocco, TKM Publisher, Founder and CEO of Grupo VI-DA

*Source: TKM

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