How The Guardian website traffic grew through Instant Articles

In Sub-Saharan Africa, Instant Articles load on average 4.7 times faster than mweb on Android and 6.2 times faster on iOS, according to Facebook data. Since launching Instant Articles in 2017, The Guardian Nigeria has seen a 9x increase in traffic to its owned platforms. By including call-to-action buttons in their articles, they also benefited from a 3x increase in newsletter sign-ups and a 12% increase in Page followers. Jelil Adedoyin, The Guardian Nigeria’s media and growth manager, explained how other publishers can set themselves up for success.