The social media platform that was once Twitter may be (allegedly) tanking in pretty much every way possible, but at least it’s going down #Sliving.
Paris Hilton and her media company 11:11 have made a content deal with X that will see them “work together to create 4 original video content programs per year that includes live shopping” where viewers will be able to “browse through a catalog of products and then click through to the site to make a purchase via our in-app browser,” X spokesperson Joe Benarroch said.
There’ll also be “a host of new activations across all surfaces of X” related to Hilton’s content, Benarroch added, as well as a custom hashtag for her catchphrase “sliving,” a portmanteau of “slaying” and “living your best life” that Hilton started using in 2019.
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X CEO Linda Yaccarino tweeted that the goal of the partnership is to “create a launchpad for new initiatives in video and live video, live commerce, Spaces, and so much more.”
As The Verge points out, it doesn’t look like X is actually doing a whole lot on its end of the deal; it says it’ll “work to secure brand sponsorship to support each of the activations,” but Hilton and 11:11 seem to be doing the heavy lifting for content production. For now, it’s not clear what Hilton (who also recently expanded her Roblox footprint) will sell on her shopping livestreams—whether it’ll be her own vast array of products, the curated items she puts in her digital Paris Hilton Shop, or something else entirely.
Benarroch told The Verge the Hilton/X deal is for two years, and that it’s a “different partnership” from X’s creator payout program, where X Premium users are getting money from ads that run alongside their posts.
