Twitter has acquired Niche Project, a startup that aids video makers in connecting with advertisers, most likely in a move to help high-profile users of its Vine video platform monetise their content.

Reports in Bloomberg suggest the deal was worth around $30m (£19.5m), and will enable Twitter to link advertisers directly with Vine users who specialise in producing far-reaching viral videos, as well as YouTube creators, who Niche already deals with.

Niche has already worked with both Twitter and Vine in the past, having collaborated last year to help developing leading technology and cross-platform analytics for users, as well as aiding them in connecting with brands.

“As we continue to invest in the growing media ecosystem, its important to provide a wide variety of tools for content creators to distribute and ultimately manage all of their content,” said Baljeet Singh, director of product management at Twitter. “As more users and creators use different products as a way to share whats happening in their world, brands are also looking to partner with those individuals in hope of generating moments that resonate with the people they are trying to reach.”

“We started Niche in the fall of 2013, and soon after embarked on a partnership with Twitter,” wrote Rob Fishman and Darren Lachtman, co-founders of Niche in a blog post announcing the acquisition. “Very quickly, two things became apparent: that there were obvious compatibilities in our businesses, and that our growing community of social media creators – today numbering over 6,000 – thrived under our relationship.”

“Twitter is getting serious about being a content platform,” said Meagan Bickerstaff, digital account manager at Carat. “By acquiring Niche, Twitter is able to provide a content solution for brands who want to reach a high volume of users who are actively engaged. But just like product placement in the movies, will consumers see right through these ‘social celebrities?

“With social brand ambassadors this opens up targeting options. Brands will be able to find new audiences that they may have missed with standard Twitter targeting capabilities, in turn, targeting highly interested users and less user lash back. Based on previous Twitter content solutions like Amplify, I’m certain that they will be able to balance the relevancy of the content with consumer interests.”