So how do you make your service cool again? Having spent the last 10 years milking the same traffic, Facebook has to reinvent itself and this is where Paper comes in.
I am one of those who resolutely refuse to install the Facebook App on my primary device, it is by all accounts a resource hog and taking up a massive 56MB of RAM. On Android devices, Facebook offers you Messenger for chat and Facebook Pages to manage your brand and followers. The total cost in RAM? Roughly 100MB of RAM space when all three is running. You could delete FB Messenger and save roughly 36MB of RAM since it also duplicates your SMS app but that’s about all you can save.
Ultimately, this is a lot of space for those who are already saddled with 1GB of RAM, the Facebook app works in the background getting notifications and stuff from your fan pages so you can’t power that down. I ejected Facebook app from my primary smartphone since it is just a browser for my timeline. It doesn’t do much beyond that.
I did explore the possibility of using a third-party app, which at best, did the same thing….feed me with lots of adverts right into my time line. But these are poor copies that duplicates the service via the mobile web app feed.
Why would Facebook put out Paper (which is at best… a Flipboard clone)? Well the original Facebook app isn’t cool anymore. With Paper, you have the ability to browse content outside of your Facebook network, which makes it a handy app to use on a day-to-day basis without looking at the same old Facebook timeline content.
Paper borrows heavily from Google Now as it uses a card base system to feature content. To read more or dismiss a card, you only have to swipe it away. The old Facebook app was complicated and didn’t support swipe controls—it was designed to work just like the desktop browser based timeline and that was a dull move. The left to right and right to left swipe didn’t do much but for Paper, it does a hell of a lot more. The idea behind it is really to get people to use the app more often and NOT just to view their Facebook timeline so it is more useful.
Paper also has the neat feature of tilt to pan any landscape picture using your accelerometer instead of you having to swipe left or right. There is also more emphasis on images than text so people get to see more within a content card as opposed to just headlines.
Content and Control
Before you start using Facebook paper, you are given the freedom to customize your preferred content feed. These would be news items from various sources but for some reason of other, you cannot add your own content feed into the app.
Content aggregation is probably one of the best places to start when you want to control advertising on apps. No more filler memes, nonsensical videos or borderline porn links posted on timelines as everyone will be digesting the same newsfeed on Paper. These kosher timeline feeds will make it far easier for Facebook to link advertising to them.
Second guessing a timeline post based on keywords can be a disaster for advertising so let’s not go there. Instead, put up an advert just like what Flipboard does within the content feed and you’d be safe.
What’s more it also makes sharing of kosher content so much easier on mobile devices instead. For now, Flipboard does a damn good job in that department which Paper has to match.
Paper is sans advertising and I think this is the version that should not get updated. It just feels right without having tonnes of adverts pushed my way but if you look at how the App is designed, pushing adverts can already be done natively once the servers are switched on. Advertising cards can be inserted into content feeds and there is no opting out.
Paper’s Availability on Android
This will eventually come but it will be a while. Right now Facebook is testing the app on iOS and for good reason. Google has in recent times become a competitor in the content aggregation business with Google Play Newsstands replacing the Currents app as of November 2013. Newsstands app works just like Flipboard so you get to share any content link with any app on your Android device. Whereas the Google Newsstand app is heavy in content aggregation, Paper by comparison is much lighter and will appeal to those who just want to be entertained.
Paper is probably the right direction for Facebook at least for now. Facebook has opened a new monetization channel with content aggregation, that is until you get bored with all the same news feed everyone is reading and junk it for Flipboard or Pulse. That said, Facebook’s Paper looks more like an app that would appeal to Hipsters—which is nothing more than a stop-gap measure to arrest declining revenue from a decade old service until the next big thing comes along.