It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
TED talks have been inspiring people for the last 30 years with big ideas on technology, entertainment, design, and a slew of other topics. Now TED is taking over Facebook's Paper app with exclusive content to coincide with its annual conference, which kicked off in Vancouver, Canada, on Monday.
This is Paper's first content collaboration, and Facebook hasn't even mentioned that such partnerships were a possibility before now. The Ideas section of Paper will be filled with original posts and photos from TED participants in Vancouver, plus presentations from the talks themselves. Basically, anything posted on Facebook about the conference, including commentary from journalists in attendance at the event, will become fodder for inclusion in the Ideas section.
Paper's Ideas section has experimented with themes in the past, like content related to South by Southwest, but this is the first time Facebook has brought in an outside partner to curate content for the section, or for any section. The collaboration has potential to boost interest in Paper, which is an experimental way for Facebook users to flip through both their News Feed and news articles without leaving the app. If the TED takeover is successful--which Facebook will likely measure in how many shares the content racks up--it could lead to similar partnerships in the future.
The conference lasts through March 21, so you can expect fresh TED-related content on Paper every day. A few of this year's notable speakers include Bill and Melinda Gates, Gabrielle Giffords and Mark Kelly, and Ray Kurzweil.