To get off to an even better start, Snapchat has revamped and re-launched its marketing partner program, thereby clearly redefining its two partner categories to clear up the all-too-often muddy waters as to what types of support and guidance each offered.

As Snapchat describes:

"Introducing our new Global Partner Solutions program - a partnership with industry leading companies that help advertisers connect with the Snapchat community in exciting, innovative ways. From strategic collaboration to creative execution and campaign optimization, our select group of partners make advertising on Snapchat simple for advertisers looking for managed and ad technology solutions."

Originally introduced in 2016, Snap's very first advertising partner program categorized the providers into two sections: Ads Partners and Creative Partners. Now that Snap's platform has evolved, it is looking to offer more pointed aid through its partner categorization tiers.

You’ll note that the creative element has seemingly been removed, but Snap’s Creative Partners Program has now also been rolled into the broader marketing partners banner. So while ‘creative’ is not specifically noted in these descriptions, it’s a part of the overall offering, with most of the creatives in the ‘Certified Partners’ list.

As noted, it has picked up steam in recent times, with younger audiences, in particular, identifying with the platform and its more privacy-focused approach to social connection. Indeed, Snapchat claims it reaches some 90% of 13-24 year-olds across the US, more than Facebook, Instagram and Messenger combined in this age bracket. This is drawing attention from many brands wanting to attach themselves to these newly growing user groups, thereby increasing their market presence and position.

Snapchat is also leading the way on new AR tools and features, where its tech partners really could come into their own. Over the last year, Snapchat has added a range of new AR options from Ground Transformation effects to new types of shoppable 'Try-on' campaigns, 3D body scans for more responsive Lenses, new barcode scanning options, and its 'City Painter' collaborative AR art project.
Those offer some innovative, cutting edge advertising options - but creating AR campaigns requires a level of knowledge and experience, while maximizing campaign performance within Snapchat's system can also benefit from expert insights and approach.

As such, Snap's Global Partner Solutions program offers a lot of potential, and the re-launch should provide more opportunity to connect with the right providers for your needs.