Twitter Inc. announced on Wednesday that it is acquiring Niche, a network of social media creators available for hire to make branded content.
Niche offers creators of popular content on Twitter and Vine a suite of tools to perform even better. Users can showcase their best content on a single page, track analytics about their content and followers, and even make money by connecting with brands interested in reaching their audience.
Niche has been a partner with Twitter and Vine (the social network based on six-second videos that Twitter also owns) for the past year, writes Balijeet Singh, director of product management at Twitter, in a blog post. Work with Niche in the past included a series of Vines marketing HP’s x360 laptop into a TV commercial.
“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 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,” Singh writes. “The talent and creativity across the entire media landscape is incredible, and we hope this acquisition continues to inspire people to create great content.”
The Niche founders also posted a brief blog about the acquisition. It notes that it has a database of more than 6,000 social media creators. Niche has been working with Twitter’s brand strategy team closely on campaigns already.
“No matter the project, Twitter is a common denominator: a gateway to social web’s most compelling content and creators,” the blog states.
No financial terms were released by either party.
It looks like if Twitter wants to shorten the @JoinNiche username to simply @Niche, it might have to make another acquisition.
If Twitter wants to buy my Twitter handle "Niche" , it will cost them.
— Nichelle Stephens (@niche) February 11, 2015