Get ready for some more #native #branded #content on Facebook, as the social network unveiled a new initiative called Anthology that aims to pair video producers with brands in need of some social buzz. As Facebook described it: “A new group of leading video publishers, who, together with the Facebook Creative Shop, will work with brands to produce outstanding advertising content for Facebook.” 

The publishers being Vice Media, Vox Media, Electus Digital, Funny Or Die, Oh My Disney, The Onion and Tastemade. “In addition to offering creative and production services, each is trained on how to get the most out of the Facebook platform to drive business results,” explained Facebook. Brands are being invited to submit “briefs” to the partner they’d like to work with using an online form, with more publishers expected to be added in the coming months. These partnerships were happening already – ‘native’ content is one of the key money-spinners for many of the partners – but Facebook’s backing is an interesting development.

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