Q&A with Facebook on Paper

Have you had a chance to play with Paper?

Here is what Jason White from the Media Partnerships team at Facebook had to say.


Jason: I work with properties like CNN, HuffingPost etc, and have been involved with Paper for a couple of months now.  The Paper product has been in development for over a year.

For those who have downloaded you’ll see similarities to FB, the Newsfeed which drives your brand, is still a big part of what Paper is.  We love Newsfeed, so we programmed that the same in Paper and is still a huge part of content discovery.

Discrete content verticals are what’s new.  Headlines, Sports, Tech News, Home Design, Photography.  The content in there is surfaced in some ways similar to your Newsfeed, but one big caveat is there is a level of human contact, editing, not only algorithm driven.  In the future, we’d like to personalize some of these verticals.  We’d like to get down to that level, but we don’t want to repeat what is coming into your Newsfeed.  Trying to find way to personalize without that duplication.

We are excited, initial feedback has been very good.  Perhaps roll it out internationally some day, but now just in our local market.  Goal is to surface good content to people who can click back to our partners.  The ecosystem is similar to FB, where we try to drive referrals back to our partners.

Question: If you have paid promotion on regular FB will it show up on Paper?

Jason: Only for things already showing up in Newsfeed.  Will not have impact on Paper sports feed.

Question: Is person in Utah getting same headlines as I am in Miami?

Jason FB: Yes they are.  We are shooting for top sports story of the day.  Now, moving forward, for long run, we’d like it be also be targeted locally.

Question: How are stats counted, as per viewing within app itself

Jason FB: Impressions in app will roll up into your Insight.  Not broken out as separate category, but if you see something in paper and you see a spike in those numbers, that is probably what has happened.  But maybe in future a separate category.

Question: What should team or brand do right now in Paper?

Jason FB:  A great dunk or something like that, as opposed to purely promotional, that will be featured in the Score area of Paper, short-term.  Newsy stories and big important stories.

What do you guys think about Paper so far?
Dennis Yu

About the Author

Dennis Yu
Dennis Yu is on a mission to create a million jobs.

He is the host of the CoachYu show, a digital marketing certification program that partners together with industry professionals just like doctors, engineers, and teachers where people can get trained and have a job at the same time.

He has been building brands and teaching marketing for over 13 years.

Specializes in helping young adults to grow into the leaders of tomorrow, by confidently developing their marketing skills through training programs and seminars with enterprise clients like The Golden State Warriors, Nike, and Rosetta Stone.

He developed the Technology Partner for Digital Marketing Agencies and Personal Brands. A RevShare Partnership Program that enables growing companies to stay competitive.

None of this would be possible without the generous support of partners such as DigitalMarketer, Social Media Examiner, Fiverr, GoDaddy, Keap, OmniConvert, Onlinejobs.ph, Tom Ferry, Barry Habib, and others who believe in training up millions of digital marketing professionals.

Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CNN, CBS Evening News and co-authored “Facebook Nation” – a textbook taught in over 700 colleges and universities.

Dennis is an internationally acclaimed speaker in Facebook Marketing who has spoken countless times in 17 countries, spanning five continents including keynote events at L2E, PubCon, Digital Agency Expo, Marketo Summit, and B2C Growth & Innovation Virtual Summit.

Besides being a data and ad connoisseur, Dennis enjoys eating spicy buffalo wings or might just spot him playing Ultimate Frisbee under the sun.

You can contact him at dennis@blitzmetrics.com or on one of his social accounts below.