X, the company formerly known as Twitter, has made a special revenue-sharing deal with Paris Hilton and her media company.
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Paris Hilton collaborates with X
CEO of X, Linda Yaccarino, announced on Monday that the social media application has signed a first-of-its-kind deal with celebrity Paris Hilton centered around live shopping and other exclusive content.
The queen of pop culture, music, business, and TV is #Sliving on X. @ParisHilton welcome to the @X family, we're excited to launch an official partnership with you and your next-gen media company 11:11. Together we're going to create a launchpad for new initiatives in video and… pic.twitter.com/7ctohyn3Nb
— Linda Yaccarino (@lindayaX) October 2, 2023
Hilton will work with X to create 4 original video content programs per year, including live shopping. Additionally, she has to host “new activations across all surfaces of X”.
The live shopping experience will let viewers of Hilton’s livestream “browse through a catalog of products and then click through to the site to make a purchase via our in-app browser.”
When using X’s Live Shopping product, users can seamlessly watch, chat, and shop all within the same window. Hilton will host a livestream on the X platform where users can conveniently browse through a catalog of products and make purchases using the in-app browser. This innovative solution ensures a hassle-free shopping experience for users.
“I’m excited to announce an official partnership with X today,” Hilton, chairwoman and CEO of 11:11, said in an audio post on the service. “Together, we’re going to be exploring new ways to connect with all of you across video, live video, live shopping, and even Spaces. And we’re just getting started. Loves it.”
Officially in my @X era. #Sliving 👑✨💖 pic.twitter.com/D6S8YjQglh
— ParisHilton (@ParisHilton) October 2, 2023
Yaccarino and Hilton are now both working on pushing Hilton’s new catchphrase ‘sliving’, which she has been trying to popularize since 2019. A combination of the words ‘slaying’ and ‘living,’ ‘sliving’ is Paris Hilton’s new catchphrase, meant to replace her much more popular (and better) catchphrase “that’s hot” from the early 2000s.
The deal is meant to boost audiences and sell more advertisements after billionaire Elon Musk admitted that revenue was down 60 percent in the US. The deal is also followed by Yaccarino’s testy interview with CNBC’s Julia Boorstin in which she fumbled questions regarding the application’s user metrics and potential growth.
Yaccarino claimed that the company will be profitable by early 2024 at the Code Conference. X has never turned an annual profit in its first 13 years, and it has struggled to maintain profitability since then. It is possible Hilton’s deal with X will generate more revenue and audience members.
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