Twitter finds its Niche in $30m talent business

Oliver Smith
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SOCIAL network Twitter last night picked up social media talent agency Niche in a deal thought to be worth at least $30m (£19.68m).

Niche connects some 6,000 social media stars with advertisers looking to promote products on Twitter and its video service Vine.

“As more users and creators use different products as a way to share what’s happening in their world, brands are also looking to partner with those individuals in hopes of generating moments that resonate with the people they are trying to reach,” wrote Twitter’s director of product management Baljeet Singh.

“The talent and creativity across the entire media landscape is incredible, and we hope this acquisition continues to inspire people to create great content.”

The deal could help Twitter tap into deals between brands and individuals which have previously been done outside of its platform.

Niche previously raised $4m from investors including Lerer Ventures, SV Angel, Advancit Capital and William Morris Endeavor.

Twitter has been exploring new revenue opportunities beyond its promoted tweets such as selling data to businesses and advertising in apps under pressure from investors to take action on its slowing user growth.

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