Menu
Twitter acquires Niche, a social-media talent scout

Twitter acquires Niche, a social-media talent scout

Niche helps online stars on services like Vine to find advertisers

Twitter's partnership with Niche helped to create this ad for Hewlett-Packard on Vine.

Twitter's partnership with Niche helped to create this ad for Hewlett-Packard on Vine.

Twitter is acquiring Niche, a New York startup that matches social media stars with advertisers, helping Twitter tap into the lucrative world of Internet celebrity.

Niche was founded in 2013 and helps hot creators on platforms like Vine, Instagram and YouTube to make money by matching them with brands that want to reach a similar audience. Niche has partnered with Twitter in the past, helping to create ads like this one for Hewlett-Packard on Vine.

Vine has become popular for uploading short videos and some of the most popular creators have millions of followers. Niche has served as a link between those creators and advertisers.

By acquiring Niche, Twitter gains a talent agency for the digital age. Niche's service might also help Twitter's appeal to advertisers who want to reach a younger audience on new platforms. That could help Twitter to grow its crucial ads business.

"As more users and creators use different products as a way to share what's happening in their world, brands are also looking to partner with those individuals in hopes of generating moments that resonate with the people they are trying to reach," said Baljeet Singh, director of product management at Twitter, in the company's announcement.

Terms of the deal were not disclosed, though a report on Re/code cited a price of roughly US$30 million. Twitter did not immediately respond to comment further.

Niche says it has more than 6,500 creators in its network including photographers, visual artists and fashionistas. It helps them earn revenue through its partnerships with more than 100 brands including Coca-Cola, Aetna and BMW. Niche also provides analytics services across desktop and mobile.

Niche is a good fit for Twitter, potentially bringing it a new way to monetize popular videos on the service, which can now be recorded natively in the Twitter app.

Niche co-founder Rob Fishman previously led social media for The Huffington Post and AOL. His former company, data analyzer Kingfish Labs, was acquired in 2012 by Buzzfeed. The other cofounder, Darren Lachtman, has led business development for New York-based Bedrocket Media Ventures.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Follow Us

Join the New Zealand Reseller News newsletter!

Error: Please check your email address.

Tags advertisingInternet-based applications and servicesnichesocial networkingtwittersocial mediainternet

Featured

Slideshows

Educating from the epicentre - Why distributors are the pulse checkers of the channel

Educating from the epicentre - Why distributors are the pulse checkers of the channel

​As the channel changes and industry voices deepen, the need for clarity and insight heightens. Market misconceptions talk of an “under pressure” distribution space, with competitors in that fateful “race for relevance” across New Zealand. Amidst the cliched assumptions however, distribution is once again showing its strength, as a force to be listened to, rather than questioned. Traditionally, the role was born out of a need for vendors and resellers to find one another, acting as a bridge between the testing lab and the marketplace. Yet despite new technologies and business approaches shaking the channel to its very core, distributors remain tied to the epicentre - providing the voice of reason amidst a seismic industry shift. In looking across both sides of the vendor and partner fences, the middle concept of the three-tier chain remains centrally placed to understand the metrics of two differing worlds, as the continual pulse checkers of the local channel. This exclusive Reseller News Roundtable, in association with Dicker Data and rhipe, examined the pivotal role of distribution in understanding the health of the channel, educating from the epicentre as the market transforms at a rapid rate.

Educating from the epicentre - Why distributors are the pulse checkers of the channel
Kiwi channel reunites as After Hours kicks off 2017

Kiwi channel reunites as After Hours kicks off 2017

After Hours made a welcome return to the channel social calendar last night, with a bumper crowd of distributors, vendors and resellers descending on The Jefferson in Auckland to kickstart 2017. Photos by Maria Stefina.

Kiwi channel reunites as After Hours kicks off 2017
Arrow exclusively introduces Tenable Network Security to A/NZ channel

Arrow exclusively introduces Tenable Network Security to A/NZ channel

Arrow Electronics introduced Tenable Network Security to local resellers in Sydney last week, officially launching the distributor's latest security partnership across Australia and New Zealand. Representing the first direct distribution agreement locally for Tenable specifically, the deal sees Arrow deliver security solutions directly to mid-market and enterprise channel partners on both sides of the Tasman.

Arrow exclusively introduces Tenable Network Security to A/NZ channel
Show Comments