Facebook Paper - What does it mean for your brands?

Today Facebook announced its new stand-alone iPhone app, which will be launched on February 3rd in the US. Similar to Flipboard and Feedly, the app called Facebook Paper will provide its users with latest news in a variety of customizable sectors. Although Paper is not out yet, we already had a look at its design and functionalities. Here is what we found out and what it will mean for brands moving forward.

What content will be shown?

In addition to content from the News Feed, Facebook Paper also displays curated content in pre-set sections. Each section combines stories chosen by Facebook’s editors with Facebook stories published by bloggers, public figures, publications, or regular users recommended by the app’s algorithm. Users also have the ability to customize their News Feed by creating their own sections or by adding one of Facebook’s pre-set sections. For the launch, the following sections will be available: Score (sports), Headlines (world news), Cute (BuzzFeed-style content), Planet (sustainability), Enterprise (business), Tech, Exposure (photography), Flavor (food), Ideas (a different intellectual theme each day), Pop Life (entertainment news), Family Matters (life hacks for families), Glow (all beauty related), Home, All City (art, sport, music), LOL and Pride (community news).

 How does it look?

  • Everything responds to your touch so you can pick up or scroll through stories with simple, natural movements
  • You can tilt your phone to explore high-resolution panoramic photos from corner to corner, and see faces and other important details up close
  • Fullscreen autoplay videos come to life and bring you deep into the action
  • Beautifully detailed covers make it easy to spot articles from trusted publishers and decide what to read or watch.
  • Articles unfold in the app and appear fullscreen for a focused reading experience
  • When you're ready to tell your own story, you know exactly what your post or photo will look like because you see a live preview before you share it

Source: Facebook Newsroom 

Facebook Paper1

What does it mean for brands?

In an earlier blog post, we already mentioned Facebook’s announcement to favor media-filled posts from brands versus text-only posts. Given the highly visual user interface of Facebook Paper, this will continue to become even more important. Besides quality link sources, brands have to focus on creating rich media content. If you aren’t there yet, it is the right moment to kick off a social video campaign.

Facebook Paper comes without ads for now; but looking at the past, it is more than likely that Facebook will roll out new ad models for the app.

If you don’t want to wait until February 3rd, here is a video highlighting the new user interface design and navigation.

[video width="480" height="270" mp4="https://sparkloftmedia.com/wp-content/uploads/2014/01/introducing_paper_480x270.mp4"][/video]

We are excited to hear your opinion about Facebook Paper.