Facebook took the wraps off of a new feature that promises to have a faster loading time for news stories and interactive features on users’ mobile devices.

Instant Articles by Facebook aims to address users’ frustrating experience of waiting for an article to appear after it is clicked on the news feed – as much as 8 seconds or more in waiting time. The social media giant says tat the new feature will improve their loading times on its mobile app to as much as ten times faster than what is of the current on the mobile web.

Along with a faster loading time, the program will also include other features such as image zoom, interactive maps,auto play videos and audio captions. Facebook has other sites partnered with them are the The New York Times,National Geographic, Buzz Feed, NBC, The Atlantic, The Guardian and BBC News.

“Fundamentally, this is a tool that enables publishers to provide a better experience for their readers on Facebook,”Facebook Chief Product Officer Chris Cox said in a statement. “Instant Articles lets them deliver fast, interactivearticles while maintaining control of their content and business models.”

This innovation is aimed in particular, to improve the user experience and keeping users more engaged on theworld’s largest social network. Previously, users clicking on a news story on Facebook’s feed would be taken to thenews publication’s website, adding additional time as that site loads and taking users away from the social network.

As with any other social media networks, mobile is a key player for Facebook. There is an estimated figure of morethan 85 percent of the users who log into Facebook’s service daily do so from a mobile device. Of Facebook’s $3.32billion in revenue derived from advertising for its first quarter, ended March 31, the company said that 73 percentcame from ads shown on mobile devices. That figure was 59 percent a year ago.

Besides getting more prompt attention for their articles, content publishers should also benefit from increased adrevenue. Facebook’s plan allows publishers to sell ads with their content and keep the money. The feature will alsoallow publishers to track user data and traffic through comScore and other analytics tools.