Twitter acquires Niche, a service that connects social media stars with brands

PIXXart / Shutterstock
As Twitter continues to explore ways of boosting its slow-growing user base, the company is also moving ahead with efforts to get more heavily involved in the ad game. To that end, it’s just acquired Niche, a New York-based startup that helps to connect social media stars with major brands.

The rise of sites like Instagram and Twitter-owned Vine has brought with it a growing band of Internet celebrities, ‘regular folk’ who’ve built up huge fan bases keen on following their online antics. Big-name brands are becoming increasingly interested in connecting with these stars, or, more importantly, with the millions of people that follow them, while some of these stars are looking for ways to monetize their audience. That’s where Niche comes in.

Say a company such as BMW or Coca-Cola is looking to launch a new ad campaign. They’ll get Niche to help find them an online celebrity that can effectively deliver their message, and to the right audience. If the star agrees, they’ll receive a fee to post an ad in their own style on their social media feed, and possibly on the brand’s feed too, taking the company’s message to potentially millions of people in the process.

In a post announcing its acquisition of Niche, Twitter included several Vine ads where Niche has helped social media stars like Robby Ayala and Zach King link up with companies such as Hewlett-Packard, Chrysler Autos, and Lacoste.

The startup also helps the 6,500+ creators currently on its books to showcase their work from their various social media profiles. In addition, it provides tools to help them stay connected with fans, and lets them monitor activity to get a better understanding of what content works best.

Acquiring two-year-old Niche gives Twitter ownership of a startup making lucrative deals with global brands – among them Gap, Warner Bros., and those mentioned above – allowing it to profit from deals made across a growing range of social media platforms.

The terms of the acquisition haven’t been disclosed, though multiple reports suggest it was worth around $30 million.

Emerging Tech

Twitter is officially a teenager now. Are we raising a monster?

On March 21, 2006, Jack Dorsey sent the first ever tweet. Thirteen years later, Twitter has fundamentally changed the way we communicate. Here are some of the myriad ways it's done that.
Movies & TV

Stranger Things season 3 is coming! Here’s everything we know so far

With a sophomore season as strong as its first, Stranger Things is now moving on to season 3. Here's everything we've learned so far about the Netflix series' upcoming third season, premiering in July 2019.

Confused about RSS? Don't be. Here's what it is and how to use it

What is an RSS feed, anyway? This traditional method of following online news is still plenty useful. Let's take a look at what RSS means, and what advantages it has in today's busy world.
Movies & TV

Disney completes its $71.3 billion purchase of 21st Century Fox

Now that Walt Disney Company has closed its $71.3 billion purchase of 21st Century Fox's movie and television assets, what does this future hold for franchises like X-Men, the Fantastic Four, The Simpsons, and the rest?
Social Media

Facebook may soon let you watch live TV with friends in Watch Party

Facebook Watch Party is designed to allow friends to watch together, even when they can't be in the same physical space. Now, that feature could be expanding to include live TV. Facebook announced a test of the feature, starting with live…
Social Media

Federal investigation digs into Facebook’s data-sharing deals

Facebook confirmed it is cooperating with a federal criminal investigation. According to a report, the company is under investigation for sharing user data with smartphone and tablet companies.
Social Media

Facebook explains its worst outage as 3 million users head to Telegram

Facebook, if you didn't already know it, suffered a bit of an issue on Wednesday, March 13. An issue that took down not only its social networking site, but also Instagram, WhatsApp, and Messenger. On Thursday it offered an explanation.

Snapchat could soon let you play games in between your selfies

If a new report is accurate, Snapchat will be getting an integrated gaming platform in April. The platform will feature mobile games form third-party developers, and one publisher is already signed on.
Social Media

Twitter is testing a handy subscription feature for following threads

Twitter has recently started testing a feature that lets you subscribe to a thread so that you’ll no longer need to like a comment or post to it yourself in order to receive notifications of new contributions.
Social Media

Your Google+ public content will remain viewable on the web, if you want it to

Google's failed social network — Google+ — will soon be wiped from the internet, but there's a team of volunteers working right now to save its public content for the Internet Archive.

There’s more space on MySpace after ‘accidental’ wipe of 50 million songs

MySpace is no longer a safe refuge for music and media produced in the 2000s. It said that almost any artistic content uploaded to the site between 2003 and 2015 may have been lost as part of a server migration last year.

Intel and Facebook team up to give Cooper Lake an artificial intelligence boost

Intel's upcoming Cooper Lake microarchitecture will be getting a boost when it comes to artificial intelligence processes, thanks to a partnership with Facebook. The results are CPUs that are able to work faster.
Social Media

New Zealand attack shows that as A.I. filters get smarter, so do violators

The shootings in Christchurch, New Zealand were livestreamed to social media, and while stats show networks are improving at removing offending videos, as the system improves, so do the violators' workarounds.

Insta-checkout? New Instagram service lets you shop without leaving the platform

Shopping on Instagram no longer means leaving the platform to checkout in a web browser. Instagram checkout launched in beta today with a handful of retailers, allowing users to checkout without leaving the app.