In a test with Facebook Instant Articles, U.K. publisher Car Throttle saw a 16 percent drop in pageviews

As Facebook prepares to make Instant Articles available to all publishers, Lucinda Southern writes that not all publishers agree about whether it works. In a weeklong test with Instant Articles, the U.K.’s Car Throttle published all of its articles as Instant Articles and saw a 16 percent drop in pageviews. Car Throttle’s founder and CEO Adnan Ebrahim says: “The main point for us is that we turned on Facebook Instant Articles and expected more distribution, or for this content to weigh higher than other Facebook content. Instead, we saw the opposite effect.”

+ Earlier: Instant Articles publishers have seen a drop in pageviews, but “it’s been a shift from bucket to bucket”, while The Washington Post has prioritized growing new audiences through Instant Articles over simply increasing traffic to its website