Twitter has an opportunity to give social media stars more work with advertisers thanks to its acquisition of the startup Niche.
The deal, which Twitter announced Wednesday, gives the online social networking service the ability to link advertisers to video makers who release content on Vine and YouTube, according to Silicon Valley. An unnamed person with knowledge of the situation said the acquisition is worth about $30 million.
The move is the latest Twitter has made toward allowing people to create content more easily and increasing usage, following a month after the company gave users the ability to capture and edit video on the main site. Another priority for the San Francisco-based company is to make it easier for Internet users to find content on its site, which it plans to do with a recent deal with Google aimed at making tweets more visible through Google Search results.
"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 comments that resonate with the people they are trying to reach," Twitter wrote in a blog post.
Niche debuted in 2013 and has been acting as a talent agency for content creators, signing Vine and YouTube stars to mainstream media deals, Wired reported. The startup was reported last year to be working with Gap, American Eagle, the NFL, Proctor & Gamble, Warner Bros. and other popular advertisers.
Social media stars who work with Niche are also able to see how their videos are doing online thanks to data the New York-based company collects, Silicon Valley reported.
The source also said Twitter will be able to tap into the money Niche makes from the deals it sets up between video makers and advertisers.
The terms of the deal have yet to be revealed.
