The flash on top of the camera is small which causes shadows to fall off sharply.
Bouncing the flash off a wall can help the shadows fade a little more smoothly. It does this because the light coming from the wall is a larger light source than that coming straight from the flash.
Typically bounce flash is something that people do with a speed lights. I didn't see a speed light in your shot of the camera and paper is something I have used before to direct the cameras flash towards the wall when I didn't have a speed light.
A plain peice of paper will allow a little light to go through and reflect the majority of it. Angle the paper so that the reflection on the wall is at about 45 degrees to you. That should create a nice soft lighting effect.
I have only used this when I had no other option. Using a window for light would be easier and give more natrual looking results.
Thanks, I'll try that next time. I'm going to do another session after the holiday when I have a bit more of a tan 😉