Facebook has announced that it is to launch a new service which will allow advertisers to view and comment upon campaigns from within the social networking site.

Facebook Studio embodies the idea of social advertising in which consumers are targeted via their social network and invited to participate in advertising campaigns. It will provide a platform for advertising creatives to share, like and comment upon published work.

The campaign kicked off following the invitation of a group of leading UK advertisers to meet Facebook’s top executives at an “influencer’s summit” in the firm Palo Alto HQ. This get together highlighted the word of mouth power of Facebook twinned with conversational language to connect with consumers.

Brands such as Oreo cookies have taken to posting questions to their fans such as “What’s your favourite part of an Oreo – the cookie or the crème?” This elicited 10,000 responses which subsequently spread exponentially through friends news feeds.

Jennifer Kattula, the company’s recently hired manager of agency marketing, told the Financial Times: “One of the biggest challenges that people talk to us about is that Facebook is not a place to be creative because the ad unit size is so small, and there’s no sight, sound and motion,”. “The idea is that social is creative. It’s more than just ads.”