Niche is a Twitter-owned technology platform that connects brands with leading content creators around the world. This week, we’re pleased to launch our first campaign in Australia for Samsung (@SamsungAU) working with Starcom, on the latest activity for Samsung Pay.
The creator community has grown substantially over the past few years with the launch of mobile first platforms and applications. That means there is a burgeoning opportunity for Australian brands to create scalable content and reach new audiences through this extensive network.
Working with Niche creators, @SamsungAU developed bespoke video content to showcase the benefits of Samsung Pay and what it can offer Australians. Samsung Pay is designed to offer speed, convenience and a secure way to make contactless payments with a compatible Samsung smartphone.
With access to more than 40,000 creators in the Niche community, @SamsungAU selected popular animators @Bencharmanart and @SammySlabbinck who created five videos, optimised for viewing on social media, showing how Aussies can use Samsung Pay.
Globally, we are seeing Niche being used in a number of different ways. In this instance @SamsungAU simply wanted strong content created specifically for their channels. Other clients request reach into creators’ audiences organically, as well as the ability to ‘whitelist’ and promote that content to an even larger audience with Promoted Tweets on Twitter, or via other creative formats such as Moments or Conversational Video.
Content creators rarely work on one channel; that’s why Niche is platform-agnostic, giving brands a cross-platform approach that enables us to build and scale campaigns on nearly 20 platforms. While @SamsungAU plans to use the videos on Twitter, Niche also gives them the opportunity to publish the videos across other social media channels.
Niche has helped fuel the creator economy by developing technology like free cross-platform analytics for creators, and as a consequence is able to measure the organic performance of campaigns for brands all in real time across multiple platforms..
The amount of creators on Niche in Australia continues to grow exponentially as we build local partnerships. Local talent such as @teekenng @yelldesign @jackobrazier are just a few examples of Australian creators who are already monetising on Niche with international brands.