Twitter
has taken an aggressive approach with growth this year. In the last few weeks, they have rolled out
group direct messages and native video sharing, entered into a deal with Google
search results, launched Curator, and just today, announced the purchase of
Niche. The acquisition price has not
been officially announced but a report estimated $30 million.
Niche
is a service that connects top social media users with brands. The New York based start-up helps creatives make
money by matching them up with advertisers and brands. Niche also offers free analytic tools to creatives
so they can see what is and isn’t working, while allowing brands to browse
leader boards and collaborate with top creators on marketing campaigns. It’s all about big data and analytic.
The
director of product management at Twitter, Baljeet Singh revealed in his post that
over the past year “Niche has been a key partner to Twitter and Vine” and that “the
company has helped fuel the creator economy by developing leading technology,
consisting of free, cross-platform analytics, as well as connecting the
creative community directly with the world’s biggest brands."
What does
this mean for Twitter? This move means that they are now the owner of a
social media talent agency. Twitter can now tap into a revenue stream it wasn’t
previously partaking in.
What does this
mean for Niche? "More tools, more
platforms, and even more opportunities to team up with the best advertisers in
the world."
Twitter
(TWTR) closed the day up $1.24 per share.
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