DigiCom Dispatch: What Snapchat’s New Agency Program Means for Media Buyers

Snapchat is making a play for more ad dollars. As reported by Adweek, the platform is expanding its agency partner program in a bid to become a more central player in media plans. The revamped two-tier structure is designed to make buying easier for independent and performance-focused shops, while signaling Snap’s broader ambitions to evolve beyond its Gen Z reputation.

The goal? To be seen not just as a niche social app, but as a serious media partner with a growing, diversified audience.

How Does Snapchat’s Agency Program Work?

At the core of Snapchat’s new approach is a simplified, tiered structure designed to lower the barrier to entry for smaller agencies while still rewarding high-volume partners. The program is split into two levels: Preferred Partners and Select Partners.

Preferred Partners are typically larger agencies that meet specific spend thresholds and certification standards. In exchange, they receive early access to new features, personalized support, and elevated platform status. Select Partners, on the other hand, are performance-minded or independent agencies who may not meet those thresholds, but can still access strategic guidance, platform tools, and educational resources.

Both tiers are intended to make the platform more approachable, with streamlined buying processes, clearer onboarding, and support designed to boost campaign efficiency.

What Are the Benefits?

For agencies exploring Snapchat or looking to deepen their investment, the partner program does offer meaningful perks:

• Simplified onboarding that makes it easier to get started, especially for smaller teams.

  
  

• Access to platform education and certifications that can improve campaign performance and client trust.

  
  

• Personalized account support that allows for quicker optimizations and troubleshooting.

  
  

• Early access to beta features, giving agencies a head start on new ad formats or tools.

Together, these benefits are aimed at making Snapchat easier to use—and more rewarding to prioritize.

What Should You Watch Out For?

Still, it’s important to put this expansion into perspective. Snapchat is not yet operating at the same scale or with the same proven performance metrics as advertising heavyweights like Google or Meta. For many brands, Snap remains a secondary channel: valuable, but not essential.

Its audience skews younger (though the platform is quick to point out growing engagement across older demos), and targeting capabilities may feel more limited when compared to competitors. Advertisers should approach with curiosity, but also with a sense of proportion. This probably isn’t your media plan’s foundation, at least, not yet.

Looking Ahead

Snapchat’s expanded agency program is a clear signal: the platform wants to be taken seriously as a media partner, and for good reason. It’s offering more access, better support, and a framework that allows independent agencies to compete more effectively.

That said, we’re still in the early days of this evolution. There’s value in testing, especially if your brand leans into creative formats or younger audiences. But smart media planning means treating Snapchat as part of a larger mix, not the only space you advertise in.

SO, WHERE DO YOU FIND THIS PARTNER?

Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.

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