Facebook Paper is the new mobile app from
Facebook designed to change the way users experience the world's biggest social
network rather than change what they do.
Facebook Paper: newest Facebook app
Interestingly, these
feeds will be curated, and will focus on getting the most creative, most
engaging content in front of users’ eyes
Announced late last
week, it capitalises on the emerging trend that the immersive experience of
content is just as important as the content itself (as also demonstrated recently
by Jelly).
The app has redesigned
the Facebook user interface from scratch. Focusing on full-screen, bold
images, the familiar "timeline" has been replaced with a Flipboardesque interface, with familiar looking
mosaic-style posts appearing along the bottom.
These posts however are
re-dubbed as stories; text updates become full screen black text on white
background affairs, while images also receive the full screen treatment, with
text overlaid and the option to scroll panoramically by tilting the phone.
Albums are presented in
an Instagram inspired vertical scrolling format, while
videos (which, you guessed it, are full screen) play automatically. The app
seems to focus on Facebook’s news feed rather than other functions such as
messages, but there are also other "feeds" that users can opt to
browse instead (such as "headlines," "creators" or
"planets" as the intro video keenly displays).
Interestingly, these
feeds will be curated, and will focus on getting the most creative, most
engaging content in front of users’ eyes.
So what does this mean for brands?
In case you hadn’t
noticed, rich content is now more important than ever. Based on Paper’s triple
pillar mission of getting the best content from friends and brands to users in
the most engaging way; curating the content so the best publishers are
continually rewarded and given more prominence than their less successful
counterparts; and curation of all of this being done by actual people, the
message from Facebook is simple: If you want to be one of the "emerging
voices and well-known publications" that Paper targets putting front and
centre, you’ve got to do great stuff and keep doing
great stuff.
A diverse, rich-media
filled content strategy for Facebook just became more important than ever
A diverse, rich-media
filled content strategy for Facebook just became more important than ever. Not
only will it give you more attention grabbing content on "traditional
Facebook" (as it may become known), but it will be the only way to get in
front of users on Paper and stay there.
Here are four things brands can do now to capitalise on Paper’s
potential as Facebook 2.0:
1.Empower community
managers: community managers have and will always need to be excellent
copywriters, and great people-people. To be successful on Paper however,
they’ll also need to be creatively empowered image curators and video creators.
Training in storytelling, image creation and video editing just became next on
community managers’ to do lists. Or how about handing the community management
reigns to the creative team themselves with the right guidance?
2. Review your content
strategy: Paper will have sections on multiple topics as mentioned. If your
content doesn’t fit into one of those sections, the chances are you’re not
going to get in. Review what options are available, what you could be known
for, what you want to be known for, and what content you have, and make sure
what you do is targeted to that end goal and the right audience.
3. Create some dedicated
social content: the chances that Paper will reward "hand-me-down"
content that users could or have seen on other sources are slim. Put some budget
towards dedicated, high-quality social content to maximise the exposure on
Paper.
4. Plan your content in
a content calendar: as if it wasn’t important enough before, plan your content
in advance so it is consistent, complementary and of the highest quality.
Falling back on "on the fly posting" isn’t going to put you at the
top of the content pile, and it certainly won’t keep you there if that one
great picture you posted was just a flash in the pan. Plan ahead to ensure that
your brand is seen as a publisher of consistently top-quality content.
Paper will not be
replacing Facebook’s existing mobile applications, but will rather be a
separate offering allowing users a richer, more fluid way through which they
can interact with their friends and brands. While it’s not Facebook’s first
foray into creating separate mobile apps (with past experiences ranging from
the successful if annoying Messenger, through to the "less
successful" Poke) it is the first that seems to base its
existence on a change in users’ expectations of how they interact with content
rather than offering a separate functionality.
Is it a new shop front on
the same store? Yes. But could it be the jump start that Facebook needs to
restart the dwindling
usage of younger users? Also,
potentially yes.
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