Twitter has just announced that they have reached a final agreement to acquire Niche, which is a company that provides high quality analytic tracking software for video creators. In addition, the company connects video creators with brands who may want to harness their creativity for marketing strategies.
Niche was just founded in 2013, and already has built up a strong community of 6000 video creators. Many of these people have significant followings on other platforms including Snapchat, Instagram and vine. Since most brands are paying between $100,000 and $500,000 for high quality video marketing campaigns, this is clearly a lucrative business, and one that Twitter is looking to capitalize on.
Twitter has already been working with Niche since shortly after their launch, but now the Niche team will be an in-house company, which should streamline the process.
Twitter’s director of product management, Baljeet Singh wrote, “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.”
There has not yet been any confirmation on how much Twitter is paying for the acquisition.
