• by Colin Kirkland , Yesterday

To incentivize more agencies to invest in Snapchat, the social media company is rolling out new tools and programs designed to help agency partners manage brands and collaborate with clients on Snap campaigns.

The majority of Snap’s agency-specific additions to its Business Manager hub aim to enhance control efforts and communication methods among agencies, brands and creators.

For example, brands can now grant organization- and account-level access to Snap agency partners without providing full organization control, and new cross-organization settings aim to help brands and agencies collaborate with access to the same audience data directly within the app.

Later this year, Snap plans to roll out two additional agency-brand collaboration tools, including full account-sharing capabilities. 

Snap is also building on the company’s 2025 agency partner expansion, which brought Snap’s agency resources to smaller independent agencies, providing eligible accounts with a visible badge. Moving forward, agencies will see redesigned partner badges. 

Agencies and partners that meet Snap’s badge requirements will gain access to a range of resources such as private strategic support, campaign optimization guidance, training help, and additional insights, the company notes in its announcement. 

Snap is expanding its offerings for independent agencies as well, expanding its “Indy Agency Partner Program” beyond the U.S. and into France and the U.K. with plans for wider rollouts. 

Later this year, Snap is expected to launch a new “Creator Agency Partner Program,” designed to help brands better utilize the platform’s Creator Ads format.

According to Snap, the program has already onboarded nine pilot partners in the U.S., including Onefluent, Whalar, Later, Beeline (a division of ZATV), Wpromote, Open Influence, #paid, Influential, and Influencer.