The acquisition will provide Twitter and Vine creators with cross-platform social analytics free of charge, among other video and monetization tools, the companies said.
Through the purchase, Niche will also continue to work directly with Twitter to pair video creators with brands, which the company’s been doing through a partnership with Niche over the past year. For example, Niche and Twitter’s partnership resulted in a Vine ad campaign for Hewlett-Packard that ultimately wound up on television. Here’s one of the Vines:
Neither of the companies involved disclosed the dollar amount of the purchase, but Recode reports that Twitter shelled out at least $30 million.
Rob Fishman and Darren Lachtman founded Niche in 2013, partnering with Twitter “soon after,” according to Niche’s blog, which has led to them currently working with a community of over 6,000 creators.
What’s doubly interesting about this purchase is Twitter now has market share in a business that it was previously not involved in — even though Vine has been growing in stature alongside other major social video platforms. It was inevitable, though, as Twitter is also introducing native video to its micro-blogging service. An agency that can make that content monetizable immediately becomes an attractive bet.