Twitter
on Wednesday announced it is buying Niche, a startup that acts as a
talent agency of sorts matching online video celebrities from Vine and
elsewhere with advertisers.
Twitter
did not disclose financial terms of the deal, which technology news
website Re/code said was valued at more than $30 million (roughly Rs.
187 crores).
“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,” said Twitter director of product
management Baljeet Singh.
Niche
was launched in late 2013 and soon began working with Twitter, which
owns the Vine app for sharing short, looping videos online. The world of
social media has grown to include people who have become celebrities by
posting clever, funny, or fascinating looping video snippets using Vine
or Facebook-owned Instagram.
Niche boasted it has more than 6,000 “social media creators in its growing stable of talent.
“All
across the world, comedic personalities, aesthetic photographers,
visual artists, foodies and fashionistas have leveraged new mobile
platforms to build vast and direct fan bases,” Niche said in an online
post.
Niche,
which has offices in San Francisco and New York City, describes itself
as more than just a talent agency for social media stars.
The
company said it provides analytics to back online popularity, whether
fans visit from desktop and mobile devices, and fosters partnerships
between video makers and brands seeking ways to connect with online
audiences.
Posted by : Gizmeon
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