Have you heard of Niche? Twitter certainly has: it’s bought the company for a reported $30m. But what is it? Twitter describes it as “a provider of software, community and monetisation services for the growing creative community” on Twitter and Vine. 

It’s basically a firm that connects brands with popular social stars to make mini-ads (or, as Twitter puts it: “moments that resonate with the people they are trying to reach”). The two companies have already worked together on campaigns including a series of Vine clips for HP. AdAge suggests that the deal is a sign that Twitter is “finally getting serious about Vine” in terms of advertising. There are plenty of questions here though: what might the implications be for Vine creators striking branded content deals without using the agency owned by the platform they’re making that content for?

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