Twitter buys a social media talent agency

February 11, 2015 04:42 PM

Twitter Inc. has bought Niche, a startup which launched in fall 2013 that connects advertisers with influential social media users with large followings. 

Nicheworks with more than 6,300 social media influencers ranging from comedic personalities to photographers to foodies to fashion bloggers. Among the more than 100 brands and agencies it has worked with are Hewlett-Packard Co., Coca-Cola Co. and the National Football League. Hewlett-Packard’s HP Home & Home Office Store is No. 35 in the Internet Retailer Top 500 Guide while the National Football League is No. 151.

Niche will give Twitter another way to serve marketers’ needs, the social network says. “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,” writes Baljeet Singh, Twitter’s director of product management, in a blog post.

As a part of Twitter, Niche aims to build more tools, platforms and ways to help influencers link up with brands, write Niche co-founders Rob Fishman and Darren Lachtman in a blog post.

By acquiring Niche, Twitter will be the rare social network that stands to directly profit when an influencer works with a brand. But it won’t be alone. Tumblr last month launched Creatrs Network, an agency in which the blogging platform pairs up its most popular users with brands who want to advertise on Tumblr.




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