- Case Studies
Facebook Paper Marketing Opportunities
Not too long ago, my coworker Jake blogged about Facebook trending topics—an idea totally not copied from Twitter (sarcasm font). The copy cats over at Facebook are at it again this week, this time “borrowing” the name “Paper” from FiftyThree’s iPad sketching app for its own app.
We’ll see whether FiftyThree is able to trademark the name. In the meantime, I guess we’ll just keep calling it Paper.
So What Is Facebook Paper?
According to the social media site, Facebook Paper is a way for users to explore and share stories from friends and the world around you—sort of like a newspaper tailored to you. Here are some of the features that make Paper distinct from the Facebook app:
- Stories appear full screen and distraction free.
- You can tilt your phone to “explore vivid high-resolution photos.”
- Videos fill the whole screen.
- You can “unfold” news stories just like you would unfold a newspaper.
- Paper divides the stories into “sections,” allowing you to customize your Paper with a range of themes and interests, such as headlines, tech, planet, etc. Swiping through the app will take you to an attractive preview of stories, photos, videos, and more with the themes you’ve customized your Paper with.
- You’re still able to share posts, photos, videos, and links through the Facebook Paper app.
- I’ll save the best for last—no ads!
With all that said, Facebook Paper is pretty much a “reimagined version of the News Feed” with fewer distractions (ads) that looks a whole lot nicer and navigates a whole lot better.
Will Facebook Paper Replace the Facebook App?
No, but I imagine fewer people will use the Facebook app since almost every feature from the Facebook app like chat and notifications are available through Paper.
After all, there is the question of the ads. If Paper is going to eventually be the new primary Facebook App, what will happen to paid for and promoted content?
How Can Your Company Use Facebook Paper?
Facebook Paper puts an emphasis on “richer” content. While high quality articles are still important, you’ll also want to produce or share even more engaging photos and videos as well.
Next, you’re also going to want to look at the different “sections” (categories) that Paper offers. You’ll need to determine which section your company’s content best falls into and work to become an influencer in that section.
If you want your company to be successful on Paper, you’ll need to stop thinking of your social sharing as an afterthought. While the traditional Facebook newsfeed has mostly become pictures of babies and cats, the goal of Paper is to function as more of a news source and less as a platform for your friends’ political opinions.
And since there are currently no ads or promoted posts on Paper, if you want your content to get shared, you’re actually going to have to earn it and create something that’s worth sharing.
Need a Facebook Marketing Strategy?
Blue Corona can help. Contact us today and we’ll help you create a Facebook content sharing calendar. And as always, we’ll provide you with detailed tracking and reporting to ensure you get the most return on your marketing dollars.
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