As part of the effort to grow on its revenue streams, Snapchat is launching a new "Advanced Partner Program" which will give agencies a new way to work with Snapchat to create and service newer ad solutions, in order to deliver better results for their clients.
It builds off Snap's existing Snap Partner program, which is designed to connect brands with approved Snaps ads experts to maximize ad campaigns.

As Snap elaborates:

"Advanced partners will receive tailor-made benefits throughout the year, such as personally tailored 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."

Those new features will include things like batch invoice downloading and campaign management, enhancements in member invites, and even "cross-organization asset sharing."

Advanced partners will also be able to suggest improvement and updates, which will help to expand Snap's own development pipeline, further helping to refine its offerings.

Agencies participating in the program will be able to acquire an exclusive badge (similar to the one above) and will have access to "a curated package of educational and business opportunities that will help them advance their expertise on Snapchat."
Snap says that the program has already been kicked off with the chosen partner agencies: VaynerMedia, Wpromote, Horizon Media, Rise, Kepler, PMG, Tinuiti, GALE.

The move by Snap is the latest in the company's push to build on its revenue potential, following the fact that the company's results in 2023 did little to impress the market.

As a feature of its Q4 performance update, Snap said that it would shift all its development efforts to maximize its opportunities in North America and Europe, after driving user growth in emerging markets for the past few years. Now, it must build on top of its highest revenue potential markets to find a way to build its business.

This is because, although Snap is still posting revenue growth, the growth has been incremental, and this forced the company to cut staff and rationalize its projects to improve margins.
The Advanced Partner Program is also a step in its broader journey, which might just help Snap dig up more opportunities, and at the same time, help advertisers boost their Snap campaigns.