Martech: Martech is Marketing Logo
  • Topics
    • Customer & Digital Experience
    • Digital Transformation
    • Data
    • Marketing Management
    • Marketing Operations
    • Performance Marketing
    • Special Reports
    • All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Customer & Digital Experience » Twitter Acquires Niche, A Link Between Brands & Video Creators

Twitter Acquires Niche, A Link Between Brands & Video Creators

By bringing Niche into the fold, Twitter gains a direct relationship with more than 6,000 popular video creators.

Martin Beck on February 11, 2015 at 5:29 pm | Reading time: 2 minutes

twitter-camera-video-ss-1920

Here’s another sign that Twitter doesn’t consider video merely a niche. Today the company announced that it has reached an agreement to acquire Niche, a startup that provides video creators with analytic tracking software and, most importantly, connects them with brands willing to pay for their creativity.

Niche, founded in 2013, has built a community of more than 6,000 “comedic personalities, aesthetic photographers, visual artists, foodies and fashionistas” who have attracted large fan bases on Snapchat, Instagram, Twitter-owned Vine and other visual social mediums. Niche helps make the connections with brands who want to take advantage of video creators’ popularity. It’s a lucrative business; Buzzfeed reported in October that on average clients are spending $100,000 to $500,000 on campaigns.

Niche has been working closely with Twitter for the last year; Twitter referring brands interested in hiring video talent to Niche. Now those referrals will be in-house.

Twitter director of product management Baljeet Singh explained in a blog post:

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 has been a key partner to both Twitter and Vine over the last year. 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.

Here’s one example of a Niche-brokered deal, a Hewlett-Packard campaign on Vine that was also turned into a television commercial:

Bringing Niche aboard gives Twitter a closer relationship with such video creators. And considering the company last month gave users the ability to upload video to the Twitter platform, it’s a smart time to cultivate that community.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Google favors helpful content over search engine-first in new update
    PGA TOUR transforms fan experience, analytics and customer feedback
    Work in Progress Limits: Getting started with the Agile Marketing Navigator
    Amazon decision to use Nielsen is big boost for beleaguered rating service
    TransUnion partners with Canvas Worldwide to boost omnichannel CX

About The Author

Martin Beck
Martin Beck was Third Door Media's Social Media Reporter from March 2014 through December 2015.

Related Topics

Customer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Tracking Growth From Organic Search

Beyond the Buzzword: Transform Digitally to Drive Organic & SEO Growth

Leap or Linger: Determining Which Ad Platforms to Test for Your B2B Brand

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The CMO’s Formula To 3x Your Digital Marketing Campaign Results

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.