Here’s Why Facebook Is Doing the Opposite of Going Paperless

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Facebook (NASDAQ:FB) on Thursday officially introduced a new app called Paper, which is no mere overhaul of the social network’s user interface. The idea behind the facelift is fairly straightforward: Rather than scroll through the News Feed, a user will be able to flip through cards organized by topic and populated with content such as status updates and photos.

It is “storytelling reimagined,” according to the company’s press release. The concept may be simple, but as Facebook’s description of the app seems to suggest, the company has big plans for the new app. The social network is trying to leverage its most important asset: the wealth of public content on its network. What might be called the “new” Facebook is designed to be an interface for discovery, where content is organized by topic rather than a ranked system determined by an algorithm.

“Your Paper is made of stories and themed sections, so you can follow your favorite interests. The first section in Paper is your Facebook News Feed, where you’ll enjoy inspiring new designs for photos, videos, and longer written posts. You can customize Paper with a choice of more than a dozen other sections about various themes and topics –from photography and sports to food, science and design. Each section includes a rich mix of content from emerging voices and well-known publications,” the company said. Facebook editors will choose the best and most popular stories.

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