Facebook has launched Instant Articles, a direct-to-Facebook publishing agreement that'll allow major news organisations to publish articles right within the iPhone app.
Rather than simply using links which take you out of the app into a browser, these would be articles published directly within Facebook using a new interactive layout that incorporates pictures and video.
The service has launched with nine major content partners: The New York Times, National Geographic, BuzzFeed, NBC, The Atlantic, The Guardian, BBC News, Spiegel and Bild.
While the articles will be published directly into Facebook's News Feed, the social network has managed to convince news organisations by sharing all the analytical data that comes from the articles while giving 100 per cent of revenue coming from any ads that appear within the article.
Facebook has been increasingly facing the conundrum of becoming an inadvertent news publisher. With millions of people getting their news content from Facebook posts, the problem has always been that inevitably people would click on a link, and then leave the app.
By bringing the news content straight to them, Facebook is hoping to combat this.
If you're expecting your News Feed to become swamped with big beautiful articles then sadly we have some bad news. The service is rolling out slowly with just a few select articles from each publisher being trialled.
If successful, Facebook will then slowly increase the amount of content that appears using the new format.