Facebook’s Instant Articles is something of a dilemma for publishers.

On one hand, it makes perfect sense – you upload your content direct to Facebook which enables the system to load your material faster, providing a better, more responsive, reader experience.

Instant Articles, according to Facebook, are read 20% more than normal posts, are shared 30% more often, while they also provide a range of additional presentation options and tools, all native to Facebook (including 360 photo and video).

But then again, you have to upload your content to Facebook, as opposed to bringing readers back to your own site.

This means Facebook controls the traffic and the data – all the performance measures are in the hands of The Social Network.

And aside from recent questions about their metrics, building a reliance on Facebook comes with inherent risk.

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