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 newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags social mediainternetadvertisingtwittersocial networkingInternet-based applications and servicesniche

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

Breitling Superocean Heritage Chronographe 44

Learn more >

SanDisk MicroSDXC™ for Nintendo® Switch™

Learn more >

Toys for Boys

Family Friendly

Panasonic 4K UHD Blu-Ray Player and Full HD Recorder with Netflix - UBT1GL-K

Learn more >

Stocking Stuffer

Razer DeathAdder Expert Ergonomic Gaming Mouse

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?