Facebook Instant Articles have arrived, launching with nine partners including NYT and BBC News

You might have heard: Facebook has been testing hosting publishers’ content natively, with the goal of reducing load times and creating a more seamless experience for users

But did you know: Today Facebook is unveiling “Instant Articles,” its program to natively host publishers’ content within the app’s News Feed. Nine publishers are part of the launch, including The Atlantic, BuzzFeed and National Geographic. Facebook will share analytics with publishers, and Instant Articles is compatible with audience measurement tools such as comScore, Omniture and Google Analytics.

+ Here’s where you can see all of today’s Instant Articles once they’re published (Facebook)

+ Ads can appear inside Instant Articles, and publishers will keep 100 percent of the revenue if they sell the ad; Facebook will keep 30 percent if it sells the ad (Re/code), and Facebook says Instant Articles won’t receive preferential treatment in the News Feed, but if they are clicked, shared and liked more often than others, they will show up higher in the News Feed (Business Insider)

+ Instant Articles load 10 times faster than mobile web articles and build upon insights from Facebook’s Paper app (TechCrunch)

+ Vivian Schiller says publishers don’t have a choice about working with Facebook: “That’s where the audience is. It’s too massive to ignore” (New York Times) and will Facebook’s Instant Articles force Google to adopt something similar? (Marketing Land)