Is the new Facebook app Papering over cracks in its strategy?

Facebook’s popularity with younger users has been in decline for a while now and visually-led platforms like Pinterest and Tumblr, with their more personal feel and less Orwellian-privacy policies, are taking huge chomps out of its average monthly visit stats. In response Mark Zuckerberg’s company has tried to stem the flow by moving (until now, unsuccessfully) into mobile apps. Anyone remember Facebook Home? Didn’t think so.

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Fortunately coming over the digital hill like a great big blue-and-white knight is Facebook Paper, an app that the social media behemoth has just launched in the USA, which purports to make the experience of using Facebook feel more like reading a “personalised newspaper” than scrolling through an endless slushpile of baby photos, personality quizzes and neck nominate videos.

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The app also has a totally new user interface and feels altogether more ‘grown up’ than its ‘Facebook for iOS’ big brother – perhaps a reflection of Facebook’s aging demographic.

What do you think of Paper? Is it a sign of Facebook struggling to stay relevant, or a step in the right direction?

Facebook to brands: “Enough already with your s**t content”

Author: Tom Owen

A strategic storyteller and compelling content creator, awash with acuity and adept at alliteration. I work for Speak Media. www.speakmedia.co.uk

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