In a strategic move aimed at reshaping its image and bolstering revenue streams, social media platform X is poised to collaborate with Paris Hilton and her digital advertising enterprise, 11:11 Media. This two-year contract, set to commence soon, is anticipated to mark a significant transformation for the platform formerly known as Twitter.
The collaboration between X and Paris Hilton’s 11:11 Media is structured around the creation of original video content, focusing on a diverse range of themes such as fashion, beauty, travel, and more. Under the terms of the two-year contract, Hilton’s involvement will entail creating four original videos per year. These videos will encompass live shopping experiences, likely to be streamed through video and audio spaces. The announcement made on Monday unveiled their joint efforts in venturing into these varied subjects for their content.
Renowned across the United States and internationally as a media personality and socialite, Paris Hilton will play a pivotal role in endorsing X’s upcoming products and services. Particularly, X is strategically positioning itself to enhance its shopping and video features, capitalizing on Hilton’s widespread fame. The partnership entails a revenue-sharing model that benefits both X and 11:11 Media. Linda Yacarino, Chief Executive Officer of X, has been actively engaging with potential collaborators and investors to communicate her vision for groundbreaking products and services within the realm of social media. Recent interactions with talent agencies like Creative Artists Agency and United Talent Agency, as well as discussions with entertainment conglomerate Walt Disney Company, underscore the proactive approach taken by X in shaping its future endeavors. The move highlights X’s commitment to evolving within the dynamic social media landscape while aiming for sustainable growth and profitability. This partnership’s innovative blend of social media influence and digital advertising expertise stands as a testament to the ever-evolving nature of the industry.