The social media platform formerly known as Twitter and rebranded a few months ago as X has announced a business deal with Paris Hilton and her media company 11:11. The project is part of the strategy already announced by Elon Musk since he acquired the company: convert the social network into a 'super app' of information, communication and services that not only houses social content, but also generates income. Paris Hilton's role in this project would be to promote a type of video content aimed at encouraging online purchases.
The CEO of X, Linda Yaccarino, announced the collaboration through a tweet on the same social network, just after her speech at the Code Conference. “The queen of pop culture, music, business and television is hot at X. Paris Hilton, welcome to the X family. We are excited to launch an official partnership with you and your next generation media company 11:11. Together we will create a launch pad for new initiatives in video and live video, live commerce, spaces and much more. Let’s do it!!”
It should be noted that in Yaccarino's message the personalized hashtag "
This focus on live shopping and video content will allow viewers of Hilton's live streams to browse product catalogs and make purchases directly from the app. X is working to find brand sponsors to support these initiatives.
Company spokesperson Joe Benarroch explained that both the platform and the businesswoman "will work together to create 4 original video content programs per year that include live shopping," which will be reinforced with activations on all surfaces of the network. During Hilton streams, users will be able to “browse a catalog of products and then click through to the site to make a purchase through our in-app browser.”
With this agreement, Benarroch added.
Although the platform already shares a portion of advertising revenue with verified users, this agreement with Hilton is different and will extend for two years. This move is expected to attract user attention and engagement as the platform reinvents itself in an increasingly competitive social media environment.
