The New Wave of Social Marketing

According to it’s website, Niche is “a community of relevant and influential social media creators, prominent on rising platforms like Vine, Instagram and Tumblr.” The company, founded last year in New York City, matches social media stars with marketers and advertisers.

Brands and advertisers are always looking for new ways to reach audiences beyond print publications and television screens. Now, they’re turning to social media stars—paying them to pitch products online to their massive, “cult-like” followings. According to Niche, it’s not just the brands that win in this scenario. Niche endeavors to give these “campaign creators” a new way of making income doing what they love to do.

For example, Niche connected the start-up, Blue Apron, to a handful of creative photographers, videographers and animators, who have impressive social media followings across various platforms. The influencers then created small, personal marketing campaigns for Blue Apron, and posted them on their own accounts. This generated a tremendous amount of chatter and buzz for Blue Apron.

A 60 second advertisement on Vine can be worth anywhere from $20,000 to $50,000, according to Rob Fishman, co-founder of Niche. Some brands that have already used this model are Gap and GE, and startups such as Lyft and BarkBox.

SOURCE: http://www.inc.com/christine-lagorio/niche-next-wave-social-advertising.html