This new technology is designed for smartphones is being tested. Facebook is partnering with some major media outlets to produce these Instant Articles, such as National Geographic. That means instead of clicking on a link and waiting, video is built in and pops up immediately, along with graphics to tell stories in a new way.
You may have seen it in your news feed. If you haven't, it's coming. It's supposed to solve the problem of clicking on a link to a video and waiting and waiting and waiting.
"That has long been an issue with Facebook. You click and wait up to 10 seconds. We are not that patient on mobile," said Professor Mike Reilley of Arizona State University's Cronkite School of Journalism.
"The biggest attraction to this instant article is it is highly immersive.. videos start immediately, zoom in on photos news organizations are known for," said Retha Hill, ASU Cronkite's New Media Lab Director.
With Instant Articles, when you tilt your phone, you see more of a photo. There are new audio links and animated maps, but it's the quick loading that's the big deal.
Facebook will put Instant Articles on your news feed based on its number crunching -- it's idea of what will interest you.
Instant Articles technology is launching on iPhone and no doubt if it's successful, it will appear on the Android platform as well.