Mashable_VineBack in March, as SXSW, Mashable introduced Lift for Brand Partners, allowing agencies and brands the ability to publish social assets on the Mashable site. This was created after Mashable realized that some of the most popular content created in 2012 was in fact by major brands such as, Dove, Red Bull, P&G, and Oreo, rather than Mashable itself. The very first ad was by Friskies, starring the ever popular Grumpy Cat in a Vine video. The product has since been used by many brands in many backgrounds to promote Social assets: from YouTube videos and Vine posts to news updates.

Partnering with DigitasLBi and VaynerMedia, Mashable revealed the launch of the new phase of the Social Lift product at Cannes Lions this week. The new version of the product allows brands and agencies to publish their social assets on to Mashable through a self-service interface. So, over the next months, be prepared to see content showing up on Mashable through Social Lift by partners as well as their clients. After the limited access beta testing phase has ended, the product will be rolled out to more agencies and brands. Per Mashable, the constant core to this product’s development has always been to help brands become content creators. Through the Mashable Branded Content teams efforts, the branded content has reached 50% higher audience engagement than the organic content published on the site.

Mashable also recommends working with The Bran Lab team to have the most creative and innovative social assets to share with its readers; finished social products that the Mashable viewership wants to read and share. Mashable is also launching a new blog, MashableBrandLab.com where they will share  their favorite work and comment on trends they find important and inventive brands. What do you think of the new Social Lift product and Brand Lab team? How likely would you be to try it out for your own brand?