Snapchat has announced an expansion of its Partner Program, with a new “Agency” partner offering that’ll enable agencies to gain Snapchat accreditation to showcase their platform expertise.
Snapchat expanded its Partner Program with its “Advanced Partner Program” in April last year, providing more ways for agencies to work with Snapchat to both create and facilitate new ad solutions, in order to improve results for their clients.
The Agency Partner initiative is the next iteration of that.
As explained by Snap:
“Building on our Snap Advanced Partner Program announced last year, the Agency Partner Program can now award many more qualifying agencies and partners an exclusive badge and provide them dedicated support to help their clients maximize ROI on Snapchat.”
As you can see, these new badges will enable agencies to highlight their Snap accreditation, in order to represent their knowledge and capacity in managing Snap campaigns.
The Agency Partner Program will have two streams:
- Strategic Agency Partner – An advanced agency partner tier, which elevates the existing Snap Advanced Partner Program badge for top-performing agency partners
- Agency Partner – A tier designed for agencies with high growth potential, equipping them with the necessary resources to succeed with Snap.
So the “Strategic” agency partner allocation will further highlight that company’s Snap ads skills, based on proven results, but any agency with a badge has gone through the training program, and proven their Snap ads knowledge.
Agency partners will also gain direct access to the Snap Ads team, as well as ongoing training resources and other special offers.
They’ll also get access to Snap’s new training hub:
“We’re also launching a brand new Agency Partner Hub, an exclusive resource for our agency partners to access relevant Snapchat Ads training, certification, and other partners-only content including case studies, best practice guides, and insights for agencies to effectively help their clients be successful with Snapchat Ads.”
So, essentially, either one will have a high level of Snap ads knowledge, but the more advanced tier is only allocated to those with a demonstrated track record of significant results.
Which could be a big lure, particularly for big brands investing big amounts in Snap ads.
And Snap ads do have significant potential, especially when looking to reach younger audiences. But they do also require a level of platform knowledge, and nous, in order to align with user trends. And as such, this program could be highly valuable in many contexts.
Snapchat says that the program is now live in the U.S. and U.K., and will be rolling out soon to Saudi Arabia and the United Arab Emirates.