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February 12, 2015

Twitter Snaps Up Social Media Agency to the Stars Niche

Twitter is acquiring a New York start-up that matches social media stars with advertisers as the microblogging site looks to up its cool factor and draw new users with Internet celebrities.

According to various media reports, Twitter has shelled out about $30 million to add Niche to the social media site’s family.

Niche, over the past year, has become a “key partner” to both Twitter and its six-second video platform Vine. In fact, Niche’s software supports much of the leading talent on Vine and Twitter, and the start-up is already working closely with Twitter’s brand strategy team to service some of the best-known brands.

“The company has helped fuel the creator economy by developing leading technology, consisting of free, cross-platform analytics, as well as connecting the creative community directly with the world’s biggest brands,” Twitter said in a blog post to announce the purchase.

“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. The talent and creativity across the entire media landscape is incredible, and we hope this acquisition continues to inspire people to create great content.”

Niche, in a blog post, said it will continue to use its technology to help “creators develop new revenue streams to support their budding careers.”

“As a part of Twitter, our pledge is to continue our commitment to creators: more tools, more platforms, and even more opportunities to team up with the best advertisers in the world.”

Check out some examples of Twitter’s collaboration with Niche that eventually led to TV commercials made entirely of Vines.


Jennifer Cowan is the Managing Editor for SiteProNews.