Snapchat has announced the launch of an advanced partner
program aimed at helping agencies and companies build on opportunities within
the platform. The new program will provide approved partners with exclusive
benefits and tools to better manage and grow their clients' Snapchat campaigns.
Some of the top agencies and media buyers that have already
been selected for the advanced partner program include VaynerMedia, Wpromote,
Horizon Media, Rise, Kepler, PMG, Tinuiti and GALE. These partners will receive
personalized training, dedicated support from Snapchat and access to additional
resources not available to other partners. Snapchat is looking to help partners
advance their expertise on the platform through a curated package of
educational and business opportunities.
The advanced partner program acts as an expansion of
Snapchat's existing partner program. This program connects brands to approved
experts that can help maximize results from Snapchat ads. Through the new
advanced program, partners will gain unique advantages throughout the year from
Snapchat. They will also have the ability to provide feedback and suggestions
to Snapchat which can help shape future product updates and developments.
Some key features Snapchat is rolling out for partners
include bulk invoice downloads, improved campaign management capabilities and
enhancements to member invites and cross-organization asset sharing. These new
features aim to simplify collaboration for partners and make it easier for them
to buy, manage and measure campaigns on Snapchat. Partners will be given an
exclusive badge on their SMM panel to showcase their advanced status.
The launch of the advanced partner program comes as Snapchat
focuses on maximizing revenue opportunities. While the platform continues
growing its user base internationally, Snapchat recognizes the need to
capitalize more on opportunities in core markets like North America and Europe.
Partner agencies will play an important role in helping Snapchat and its brand
clients uncover new ways of boosting results.
In its recent quarterly earnings, Snapchat noted it would
shift more development resources towards its highest potential markets. Revenue
growth has been steady but incremental, forcing job cuts and project
rationalization to improve margins. The partner program expansion allows
Snapchat to leverage agency expertise and insights to potentially expand its
offerings. It also provides partners with exclusive tools that can help their
clients achieve more success on the Snapchat platform.
With the right strategies in place, the advanced partner
program stands to mutually benefit both Snapchat and participating agencies.
Partners will gain a competitive edge in the form of exclusive resources from
Snapchat.
This enables them to better serve clients using the Snapchat
platform. For Snapchat, input from top partners can drive new solutions that
lead to increased engagement and monetization. If effective, the program may
help address investor concerns around optimizing Snapchat's revenue potential.
