Snap expands perks for ‘leaned in’ agency partners with new program

Dive 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 are elevated to badged partner status will receive personalized training sessions, dedicated support and other perks. Snap is also making it easier for these partners to buy, manage and measure their Snapchat campaigns, including through features like bulk invoice downloads.
Independent shops VaynerMedia, Wpromote, Horizon Media, Rise, Kepler, PMG, Tinuiti and Gale piloted the program, along with an array of businesses in areas like measurement and augmented reality (AR). Snap is aiming to get more large global agencies to sign on to the program in the coming months.

Dive Insight:

Snap’s splashy NewFronts showcase is just a few weeks away, but the Snapchat owner is already making bigger overtures to agencies that it hopes will invest more in its core social media product following a down period for ad spending. The Snap Advanced Partner Program is targeted at marketing services providers that are already “leaned in” on Snapchat and carries the promise of additional collaboration opportunities on new solutions and more effective campaign execution. Snapchat is popular with marketers thanks to its AR and messaging capabilities and predominantly young-skewing user base.

Agencies interested in securing badged status through the advanced program, which carries benefits like richer marketing tools, training and dedicated support, can apply through Snap’s website. Pilot partners saw positive results from tests, though details in the announcement were scant.

“The dedication, support, tools and partnership have helped advance our agency capabilities across the Snap ecosystem. And, most importantly, the partnership has helped drive business results on behalf of our clients,” said John Terrana, chief media officer at VaynerMedia, in a statement.

The NewFronts, which run from April 29 to May 2, are an important occasion for Snap to broker advertising deals with brands and agencies for the months ahead. Snap, a regular at the annual media bonanza, is slated to present May 1.

The company has made efforts to better differentiate itself from rivals like Meta and TikTok, which are also making NewFronts pitches this year. Snap in February launched an advertising campaign that positions Snapchat as an “antidote to social media,” an effort that included a Super Bowl spot.

Snapchat has struggled with the tech downturn and as brands watch their budgets closely. Snap saw revenue up 5% in Q4 to $1.36 billion, under Wall Street’s estimates. The company, which reports earnings later this month, expects growth between 11-15% year-over-year for Q1.