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As it seeks to extend its revenue potential, Snapchat is launching a new “Advanced Partner Program” that will allow agencies to collaborate with Snapchat to design and support new ad solutions that will boost results for their clients.
The expansion expands on Snap’s current Snap Partner program, which attempts to connect brands with approved Snap advertisements experts to help them optimize their ad campaigns.
As per Snapchat:
“Advanced partners will receive unique benefits throughout the year including personalized training and enablement sessions, dedicated support, and additional tools and resources. We’re also making it easier for our partners to buy, manage, and measure on Snapchat by rolling out several new features to simplify collaboration and organization management for both our partners and their clients.”
Benefits
Bulk invoice downloads and campaign management will be among the new capabilities, as will upgrades to member invites and “cross-organization asset sharing”.
Advanced Partners will also be able to recommend enhancements and upgrades that will add to Snap’s own development pipeline, allowing it to further polish its products.
Agencies that participate in the initiative will receive an exclusive badge (as shown above), as well as access to “a curated package of educational and business opportunities that will help them advance their expertise on Snapchat”.
Snap says the initiative has already begun with a few partner agencies, including VaynerMedia, Wpromote, Horizon Media, Rise, Kepler, PMG, Tinuiti, and GALE.
It’s the latest in Snap’s push to increase revenue after the company’s 2023 results failed to excite investors.
What’s Next?
Snap announced in its Q4 performance update that it would refocus its development focus to optimize potential in North America and Europe, following years of pushing user growth in emerging areas. It now needs to focus on its highest revenue potential markets in order to expand its business.
Because, while Snap continues to generate revenue, it has done so incrementally, forcing the business to eliminate workers and rationalize initiatives in order to improve margins.
The Advanced Partner Program is another step in Snap’s larger journey, and it may help the company identify new prospects while also assisting marketers in improving their Snap campaigns.
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