X, Elon Musk’s Company, Teams Up With Paris Hilton for Shopping and Video Promotion
In an effort to generate fresh income and reshape its identity, social media platform X has joined forces with Paris Hilton and her digital advertising agency, 11:11 Media. X recently revealed its collaboration with Hilton, aiming to produce exclusive video content centered around fashion, beauty, travel, and various other subjects. Additionally, Hilton, a prominent American media figure and socialite, will play a crucial role in endorsing X’s upcoming offerings and initiatives.
X has been pursuing new growth paths ever since Elon Musk’s chaotic takeover in 2022 led to a drop in advertising production by more than half. Earlier this year, the company launched a Premium subscription that offers additional features for a monthly fee. Musk has also talked about turning the X into an “everything app” that includes audio, video, shopping, payments and more.
A partnership with Hilton could help X develop some of its shopping and video features. X and 11:11 Media share the income from the project.
In recent months, X CEO Linda Yaccarino has presented brands, investors and companies with a vision of new revenue-generating products and services. In July, he met with talent agencies Creative Arts Agency and United Talent Agency, as well as Walt Disney Co., the Financial Times reported. Yaccarino also met with Hilton that month.
On Thursday, Yaccarino is expected to hold talks with bankers and investors who financed Musk’s takeover of Twitter to draw up the company’s financing plan, the Financial Times reported. Yaccarino said last week at the Code Conference that most of X’s top advertisers are back and the company could reach profitability by 2024.
