Facebook relaunches agency-focused Studio Edge

By Wenlei Ma | 23 August 2012

Facebook is looking to further strengthen its relationship with agencies with the revamp of Facebook Studio Edge, a social learning and recognition program.

The social media giant unveiled Facebook Studio last year in a bid to inspire creative advertising on its platform. The first iteration of Studio showcased great brand work developed for Facebook.

Facebook has overhauled the program and launched Facebook Studio Edge late last night (AEST) with a renewed focus on education and directories. The education side of the program will feature fast online learning courses to aid creatives the different aspects of Facebook’s platform.

Initially, the education program rolls out with 10 interactive learning modules, which each take approximately 10 to 15 minutes to complete. Users who complete the modules will earn a badge which can be shared with their networks in their timelines, designed to promote and incentivise users to persist with the program.

Facebook head of global agency marketing Jennifer Kattula told AdNews: “One of the biggest questions we get from the creative community is how to be creative. They ask us how they can be successful using all the tools we have. We did a lot of research and worked with agencies into developing this.

“Facebook is changing all the time, we’re constantly enhancing what we have and we’ll be continuously adding more modules. We’re always updating.”

The program will initially be open to agencies from the major global holding companies – WPP, Omnicom, Publicis, Interpublic and Aegis – and select local and independent agencies from each country. Kattula said country sales team has been working to identify local agencies that should be added to this initial list but if other agencies aren’t able to get on the site, they can request approval.

She added Facebook Studio Edge is likely to be opened to brands, small businesses and the general public later this year or in 2013 so the resource can be shared with the community.

Kattula said the original Facebook Studio was heavy on inspiration but later pivoted to educational aspects and the Edge revamp represented an evolution of the program.

The directories section of Studio Edge has also been updated with the addition of people and brands in addition to agencies.

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