Twitter to Buy Niche, a Talent Agency for Social Media Celebs
Posted in: UncategorizedTwitter is finally getting serious about Vine.
On Wednesday afternoon, the company announced it plans to acquire Niche, a New York-based startup that pairs content creators popular on services like Instagram, Tumblr and Twitter’s own Vine — with brand advertisers. The pricetag may range from $30 million to $60 million, according to Recode. Twitter declined to comment. Niche, founded in June 2013, has raised just over $3 million.
For Twitter, the acquisition signals an attempt to ramp up its video advertising, a category dominated by larger rivals Google and Facebook. At the moment, Twitter does not make any money off of Vine, the six-second video platform it acquired in 2012. Plenty of young starlets do, however. Some earn in excess of five-figures for one video on Vine. And Niche serves as their agency. It charges advertisers and agencies hefty fees to access Vine users with tremendous followings.
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