Sky becomes biggest UK brand using Twitter-owned influencer network Niche

Sky will now be the largest UK advertiser on Twitter’s influencer platform Niche after signing up to the service to promote its Sky Go subscription package.

In a bid to target millennials, Sky will be paired up with eight creators from Niche's 31,200-strong influencer library who will be tasked with showing how they use SkyGo and spreading the word that’s it is ‘free’ for Sky subscribers to their followers. Content produced by Niche’s creators will also pushed via promoted tweets.

Sky told The Drum it wants to engage this audience in an entertaining way that feels "authentic and compelling", with the ultimate objective of having more 16-24 year olds using Sky Go.

Launching on 31 May, Niche’s first campaign for Sky will run for two months and feature influencers such as Emily Canham (pictured above), Jake Boys and Holly Horne.

Twitter acquired Niche for an undisclosed sum last year, and over the past twelve months has been working to expand its operations in the UK, handling campaigns for the likes of Unilever and Amazon.