As a recent investor in Niche, it is exciting to see the growth happening. On Monday, HP unveiled a new 30-second spot for the Pavilion x260 (a notebook that can also turn into a tablet) made entirely out of Vines. The short video made up of 6 second looping videos was produced by high-profile Vine specialists like Robby Ayala who has 2.8 million followers on the app.

Niche is the latest concept in content creation that we find super smart. Most companies typically hire agencies or freelancers to create unique content, so what Niche is doing is not changing the needs of businesses. What it is doing is providing better original content and a specific venue for the service.

HP’s senior vice president of marketing, Rob Le Bras-Brown told The Wall Street Journal that the idea was to “find creative people in social media, particularly ‘vine-ographers,’ and give them the machine and invite them to be creative with it in six seconds.”

A normal production timeline with a 30-second TV ad can take up to 12 weeks, while the Vine ad only took 11 days. Leveraging social platforms’ capabilities for advertising fulfils two demands 1) creating a more compelling end result that is an overall better fit for 2014 advertising 2) creating an avenue for these content creators. In a way, Niche acts as the agent to these social media celebrities.

From Niche and other businesses that are working to fill the content gap, more and more companies will find themselves steering away from the traditional creative agencies and giving these more modernized channels a shot. CBS Films, Relativity, Gap, as well as startups like Lyft, Blue Apron and Handybook have all worked with Niche for their campaigns. One campaign included a promotion for Relativity’s film, The Family, where the company hired not reporters, but what Mashable’s Brian Hernandez refers to as the “Vine-arazzi.”

Niche is another great example of modern journalism fulfilling multiple needs.

Top 5 Creators on Niche

Nash Grier


Brent Rivera

Drake Bell

Jerome Jarre

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