Twitter Acquires Niche, A Startup That Helps Advertisers Work With Social Media Celebrities

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EDITOR’S NOTE: Ambuli Victor Chienjo is a teacher of English at Shiswa High School and also a professional trainer in Drama particularly narratives, solo verses and also a director of stage plays.

Twitter just announced that it has
acquired social marketing startup
Niche . Founded by Rob Fishman and Darren Lachtman, Niche helps advertisers work with influencers on Vine and other platforms. (Random connection: Lachtman is the cousin of TechCrunch writer Josh Constine.) It pitches itself as a place where marketers can find “all the world’s creators, in one place.”

The company was first noted in 2013, after the company a small seed round from investors
including David Tisch (Box Group), Michael Kassan (MediaLink), Chris
Altchek (PolicyMic), Bryan Goldberg (Bleacher Report/Bustle), and John Alderman. It subsequently raised a $2.5 million Series A led by SoftTech. Fishman and Lachtman were interviewed , as well as Vine star Robby Ayala (who manages Niche’s strategic partnerships), on-stage at AOL over the summer, where Fishman explained that the company is “not a talent agency,”
but rather a technology provider
that connects with creators “on a
campaign-by-campaign basis.”

Niche offers free analytics to social media creators so they can see what is and isn’t working, while allowing brands to browse
leaderboards and collaborate with top creators on marketing
campaigns.

Twitter says it will be sharing more details about the integration between the companies soon, and in the meantime, it notes:

Niche has been a key partner
to both Twitter and Vine over
the last year. 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.

Niche says it now works with more than 6,000 creators. Post-
acquisition acquisition, it plans to
“continue our commitment to
creators: more tools, more
platforms, and even more
opportunities to team up with the best advertisers in the world”
The financial terms were not
disclosed, but Recode is reporting
that the price was “at least $30million.”

UPDATE : ive heard from a source with knowledge of the financials
that with the retention package,
the price could reach $50 million

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