Earlier this month, Twitter announced that it would acquire Niche, a New York based company that manages more than 7,000 social media influencers. Since it was founded in 2013, the company has served as liaison between large brands looking to promote themselves and their products by partnering with digital media influencers.
The move is a part of a larger shift in digital media, where platforms are looking to become more enticing to enterprise brands. In the last six months, Facebook, Snapchat, Tumblr and Twitter have each unveiled new features that provide more appealing services to advertisers looking to optimize campaigns with more targeted options.
The acquisition is good for Twitter, as it diversifies revenue potential for the company. Brands stand to benefit in a 3 key ways.
Cut out the middleman
With this move, Twitter takes another step in the direction of providing full-service creative to brands interested in advertising on the platform. In the past, we have explored the relationships between brands and content creators with significant digital audiences. Twitter’s acquisition provides yet another channel for advertisers to facilitate a conversation with customers on local and global levels.
Simplify Activation
Twitter is a fairly simple advertising platform, but the opportunity for ROI not always intuitive to brands. The move makes it easy for brands to connect with influential artists for seamless activation. Rather than depending on creatives and contractors, brands will be able to integrate into conversations without necessarily creating them themselves.
Create an Air of Authenticity
Authenticity is everything. By enlisting the help of social media stars, brands are able to project a friendlier image to customers while joining an already existing conversation. Brands have been lambasted in the past for “trend-jacking.” Working with stars who are at the forefront of these trends ensures that brands push the envelope–safely.
As brands focus more on highly targeted advertising, they will begin to put more effort into developing partnerships with digital influencers. The biggest challenge for brands interested in using Niche will be to identify the right influencers to work with. By understanding the unique following of a brand and how they align with specific influencer fans, marketers will be better informed as they develop partnerships. Using new tools that combine customer data with digital behavior (request a demo below), brands can uncover complex insights into the psychographics of their unique audiences and the audiences of key artists, helping them to identify shared characteristics.
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