Twitter Buys Social Media Talent Agency Niche
Why social media stars love Niche -- and Twitter wants a piece of it.
— -- Twitter is beefing up its video offerings with the acquisition of Niche -- a platform that lets social media stars leverage their influence to make money.
Already popular with users on Twitter's Vine, as well as Instagram and Snapchat, Niche is a talent agency that cuts out the middleman and instead allows online influencers to easily partner with brands and make money.
"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," a Twitter blog post read.
Twitter did not disclose how much it paid to acquire Niche.
Rob Fishman, co-founder of Niche, told ABC News last year that his agency is the perfect way for even the biggest brands to connect with online influencers.
"We see tons of people on the site who see better engagement on their social channels than Miley Cyrus. And yet Miley Cyrus is a world famous recording [artist],he said. "Vine stars and Instagram photographers are more influential, more popular, and more relevant with audiences."
One advertisement involving Vine influencers and a Hewlett-Packard computer was so successful that it was ultimately turned into a television spot featuring the Vines, according to Twitter's blog.
Some Vine stars are so popular they told ABC News last year they pull in six-figure salaries with their videos.