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

Join the Good Gear Guide newsletter!

Error: Please check your email address.

Tags advertisingInternet-based applications and servicesnichesocial networkingtwittersocial mediainternet

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Zach Miners

IDG News Service
Show Comments

Cool Tech

Crucial Ballistix Elite 32GB Kit (4 x 8GB) DDR4-3000 UDIMM

Learn more >

Gadgets & Things

Lexar® Professional 1000x microSDHC™/microSDXC™ UHS-II cards

Learn more >

Family Friendly

Lexar® JumpDrive® S57 USB 3.0 flash drive 

Learn more >

Stocking Stuffer

Plox Star Wars Death Star Levitating Bluetooth Speaker

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

GGG Evaluation Team

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Steph Mundell

LIFEBOOK UH574

The Fujitsu LifeBook UH574 allowed for great mobility without being obnoxiously heavy or clunky. Its twelve hours of battery life did not disappoint.

Andrew Mitsi

STYLISTIC Q702

The screen was particularly good. It is bright and visible from most angles, however heat is an issue, particularly around the Windows button on the front, and on the back where the battery housing is located.

Simon Harriott

STYLISTIC Q702

My first impression after unboxing the Q702 is that it is a nice looking unit. Styling is somewhat minimalist but very effective. The tablet part, once detached, has a nice weight, and no buttons or switches are located in awkward or intrusive positions.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?