Facebook says more than 5,700 publishers began using or rejoined its Instant Articles feature this year.
That includes Reuters, Salon and The Daily Dot.
The top 100 publishers in the U.S. and Canada using Instant Articles experienced RPM (revenue per thousand article reads) growth of 48% year over year.
Globally, the top 500 publishers saw RPM growth of 27% year over year.
The Atlantic, for example, sold nearly 8,000 subscriptions in four months (March-June) via Instant Articles.
First launched in 2015, Instant Articles was updated in January. A new set of navigation buttons improved sharing. Links to more content from the same publisher were added at the bottom of articles.
Facebook says data from this year shows its users open 44% more stories when published as Instant Articles, instead of mobile web links.
“Looking forward, we remain committed to making sure this product continues to deliver value to publishers,” reads a Facebook blog post published last week. “We are currently experimenting with additional ad formats, such as expanding the usage of video ads.”
Facebook says a top request from publishers has been to provide improved performance metrics, which the company has integrated in its Creator Studio.