“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,” Twitter wrote in a blog post “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 serves as a matchmaker between brands and creators, similar to a multichannel network would in the YouTube space. There are many players in that game, but Niche has worked closely over the past year with Twitter, especially in developing cross-platform analytics, and brokering deals that have led to all-Vine television commercials, for example.
Acquisition of social digital talent by major corporations is nothing new. Last year Disney acquired Maker Studios and the ability to leverage its mostly YouTube talent for projects, as well as the vast audience of subscribers. Since Niche’s business was flourishing primarily on Vine deals, folding it into the Twitter ecosystem seems a win-win for all parties involved. However, it could have a limiting factor on outside deals, if Twitter and Vine are prioritizing Niche’s contributions. For Niche’s part, its team promises more innovation: “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.”
Illustration by Max Fleishman