Lost identity: Facebook's Instant Articles

Admittedly, I was a sceptic from the start when Facebook announced its instant articles with its promise to deliver blazingly fast loading articles. The technology would be ideal for publishers who'd want to deliver the best experience to their end users on Facebook. I wondered: why couldn't publishers simply remove all third party clutter and make their own sites blazingly fast? But that is not what I want to discuss here. The Guardian was one of the first news papers to implement the new Facebook Instant Article technology. The thing that disturbs me is that the blazingly fast speed comes at a price: loss of identity.

In recent years the web has become more and more a place where design can thrive. HTML5, CSS3, web fonts… the possibilities are endless these days. Designs of the web outlets of major publishers are on par with their traditional paper-based designs. Which makes that even details in the article's mark-up …