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What Does Facebook Paper Mean for my Marketing Plan?

Posted by drew on Jan. 29, 2014, 5 p.m.

Today, Facebook announced the upcoming release of its new iPhone app called Paper. The app displays your Facebook News Feed as well as curated content in a variety of customizable categories, all with a focus on sleek design and usability. As Facebook puts it on their blog, “Paper makes storytelling more beautiful with an immersive design and fullscreen, distraction-free layouts. We’ve also made it easier to craft and share beautiful stories of your own.”

Introducing Paper from Facebook on Vimeo.

One of the more important facts about Paper is that the app will be ad-free, at least for now. While many expect this to change soon after launch, it still raises the question: How will my Facebook marketing plan need to change in a post-Paper social world?

Paper represents another step in the shift Facebook has been taking recently toward supporting longer, well-written content. Last month, they announced that EdgeRank, their News Feed ranking algorithm, would be surfacing more journalism and articles instead of memes. This change is even stronger on mobile devices. With an absence of advertising for the time being, the best way to reach your audience on Facebook Paper will be creating quality content in high-demand categories.

According to some recent articles, people are becoming more and more likely to read longer articles on mobile devices. The notion that the collective attention span is continuously getting shorter has proven to be false.

In the future, Paper will more than likely integrate advertisements, but when it launches on February 3rd, the only way to get noticed will be to produce original content worth spending time on.

Facebook Paper also seems to emphasize visual media, introducing full screen auto-play video and the ability to move around panoramic photos by tilting your phone. Facebook also announced recently that they would be favoring media-filled posts from brands, and pushing down text-only brand posts. In addition to creating quality written content, your business needs to be engaging more with photos and videos. Video marketing has been on the rise for some time, and if you still aren’t taking advantage of it, now is a good time to start.

These trends toward long, quality content, and visual design are not specific to Facebook. Facebook recognizes the general engagement trends across the entire web. These trends should influence not only your social media marketing plan, but also your general internet marketing strategy.