- Twitter announced Wednesday that it has acquired Niche for an undisclosed amount, though some sources are reporting up to $50 million.
- Niche is a startup that helps brands and advertisers connect with influential Vine and Twitter users to create original sponsored content.
- The startup also offers analytics to content creators and marketers to discover which piece of content are performing the best — or worst.
The move to acquire Niche shows that Twitter is serious about being seen as a place with more original content. Regarding the acquisition, Twitter noted:
"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."
The partnership appears to seal the deal that Twitter wants to undergo a transformation to be seen more as a channel to display multimedia and content creation, and not just a link-sharing and breaking news feed.