Twitter Acquires Niche To Connect Social Media Users With Advertisers

In a move to possibly tap a revenue stream for Vine, Twitter buys social marketing startup Niche.

learn more about Pamella de Leon

By Pamella de Leon

Shutterstock

Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur Middle East, an international franchise of Entrepreneur Media.

These days, ordinary people can become social media sensations with just a mobile phone, an Internet connection and the touch of a button, possibly even gaining a cult following on their platforms. After a lot of hard work and some viral luck, it's not unusual that digital influencers have sometimes become today's go-to talent of choice for advertisers. Twitter is thinking along the same lines too- for an undisclosed amount, the company has announced its acquisition of social media startup Niche in a blog post. Describing itself as a platform to find "all the world's creators in one place", Niche helps corporations and brands connect to internet celebs (or to be more precise, digital influencers) for their respective target audiences. The platform, dubbed a "talent scouting service and advertising agency" by The New York Times, has received US$3.1 million in two rounds from investors and boasts of more than 8000 social media influencers with over 100 brands and agencies in its database, plus analytics to see what content works and what doesn't (WSJ).

Although the reason behind the move wasn't announced, it's possible that it can now tap a revenue stream for Vine (another platform owned by Twitter). Case in point: New York Magazine featured Viner Nash Grier who made $4,166 a second with branded videos for Virgin mobile and MTV, a number as close to the $5,827 per second that Robert Downey Jr. got paid for his role on The Avengers.

Pamella de Leon

Startup Section Editor, Entrepreneur Middle East

Pamella de Leon is the Startup Section Editor at Entrepreneur Middle East. She is keen on the MENA region’s entrepreneurship potential, with a specific interest to support enterprises and individuals creating an impact.

Related Topics

Growing a Business

Rudy Mawer Shares 10 Ways To 10x Your Business

Learn the tactics needed to exponentially grow your revenue

Women Entrepreneur™

A Life Well Lived: Sudha Murty, Founder And Chairperson, Infosys Foundation

Insights and inspiration from the Indian educator, author and philanthropist, and the co-founder of the Infosys Foundation.

Thought Leaders

The Collapse of Credit Suisse: A Cautionary Tale of Resistance to Hybrid Work

This cautionary tale serves as a reminder for business leaders to adapt to the changing world of work and prioritize their workforce's needs and preferences.

Business News

I Live on a Cruise Ship for Half of the Year. Look Inside My 336-Square-Foot Cabin with Wraparound Balcony.

I live on a cruise ship with my husband, who works on it, for six months out of the year. Life at "home" can be tight. Here's what it's really like living on a cruise ship.

Starting a Business

Shopify's President Breaks Down the Best Ways to Grow Your Ecommerce Business

Entrepreneur magazine Editor in Chief Jason Feifer and Shopify President Harley Finkelstein discuss the best strategies to grow an ecommerce business.