Dive Brief:

• Twitter has acquired Niche, a network of social media creators that functions like an agency to supply brands with talent, content, community and analytics.
• Niche has been a key partner in developing cross-platform analytics for the Twitter and Vine platforms, and connecting the creative community with brand advertisers.
• Niche’s network of creators includes more than 6,000 comedians, photographers, visual artists, foodies, fashion experts, and other personalities.

Dive Insight:

Twitter announced it has acquired Niche, an online talent collective for social media creatives and provider of cross-platform analytics, “to provide a wide variety of tools for content creators to distribute and ultimately manage all of their content.” Twitter will now have direct access to Niche’s talent pool and analytics models.

Since its foundation in 2013, Niche has helped bring creatives together with advertisers on Twitter and Vine, a Twitter property, and supplied tools to measure social campaigns. Successful Niche brand collaborations include the “Bend the Rules” TV commercial consisting entirely of six-second Vine videos for Hewlett-Packard Pavilion x360 laptops. 

With the rise of retailers using beauty bloggers and even their own customers as models and brand ambassadors, this service will no doubt help bring even more crowed-sourced marketing to brands.