Snap introduces enhanced benefits for engaged agency partners through innovative program

Article Brief:

Snap is looking to deepen its relationship with agencies that already rely on Snapchat through a new advanced partner program, per a blog post. 

Agencies that achieve badged partner status will receive personalized training sessions, dedicated support, and other exclusive benefits. Snap is also simplifying the process for these partners to purchase, manage, and track their Snapchat campaigns, with features such as bulk invoice downloads.

The program was initially tested by independent agencies like VaynerMedia, Wpromote, Horizon Media, Rise, Kepler, PMG, Tinuiti, and Gale, as well as various businesses specializing in measurement and augmented reality (AR). Snap's goal is to attract more large global agencies to join the program in the upcoming months.

Snap's NewFronts Showcase and the Snap Advanced Partner Program

Snap's highly anticipated NewFronts showcase is just a few weeks away, and the company is already reaching out to agencies in a big way. With hopes of attracting more investment in its core social media product after a period of decreased ad spending, Snap has introduced the Snap Advanced Partner Program. This program is designed for marketing services providers who are already heavily involved with Snapchat, offering the promise of increased collaboration opportunities for new solutions and more effective campaign execution. Marketers are drawn to Snapchat for its AR and messaging features, as well as its predominantly young user base.

Agencies interested in becoming badged partners through Snap's advanced program can apply on Snap's website. This program offers benefits such as enhanced marketing tools, training, and dedicated support. Pilot partners who tested the program reported positive results, although specific details were limited.

John Terrana, the chief media officer at VaynerMedia, expressed his appreciation for the support, tools, and partnership provided by Snap. He stated that these resources have helped improve their agency's capabilities within the Snap ecosystem and have ultimately led to successful outcomes for their clients.

The NewFronts, happening from April 29 to May 2, are a significant event for Snap to secure advertising agreements with brands and agencies for the upcoming months. Snap is a regular participant in this annual media event and is scheduled to present on May 1.

In an attempt to distinguish itself from competitors like Meta and TikTok, who are also showcasing at NewFronts this year, Snap has taken steps to stand out. In February, the company launched an advertising campaign that portrays Snapchat as a solution to the negative aspects of social media, highlighted by a Super Bowl commercial.

Snapchat has faced challenges due to the tech downturn, while brands are carefully monitoring their budgets. In Q4, Snap's revenue increased by 5% to $1.36 billion, which was below Wall Street's expectations. The company is anticipating growth of 11-15% year-over-year for Q1, with earnings being reported later this month.

Editor's P/S:

Snap's Advanced Partner Program is a strategic move to bolster its relationship with agencies, particularly in light of the upcoming NewFronts showcase. By offering enhanced tools, training, and support, Snap aims to attract and retain large global agencies. This program is crucial for Snap's growth as it seeks to differentiate itself from competitors and secure advertising revenue during a challenging economic climate.

The positive feedback from pilot partners suggests that the program is effective in empowering agencies to leverage Snapchat's unique features and deliver successful campaigns for their clients. Snap's focus on innovation, including its AR and messaging capabilities, makes it an attractive platform for agencies seeking to engage with the platform's young and engaged user base. By investing in its agency partnerships, Snap positions itself as a valuable partner for businesses looking to navigate the evolving digital marketing landscape.