Paris Hilton has made an agreement with X (formerly known as Twitter), to post special content on the social platform. Hilton’s media company, 11:11, aims to popularize the hashtag #sliving and the lifestyle of the heiress and entrepreneur. For X, however, the goal is to have exclusive content on the platform. But the details of the deal seem much more beneficial to Hilton than to the social network.
Paris Hilton and X sign an agreement to post on the social network
The deal, recently announced by Linda Yaccarino, CEO of X, establishes a special partnership between Paris Hilton and her media company, 11:11. Yaccarino explains: “The queen of pop culture, music, business and TV is #Sliving on X. @ParisHilton 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 video initiatives and direct, live commerce, Spaces and much more. Let’s do it!”
The word “sliving” is an amalgam between “slaying” (literally kill, but used in slang to say “do something big”) e “living” (live). Paris Hilton introduced it in 2019, a nod to her most famous slogan from the early 2000s, “that’s hot“, to point out what was in fashion and what wasn’t. With this collaboration, Hilton wants to make “sliving” the new trendy term. Something she probably would have done on Twitter anyway. But the collaboration with X makes the relationship exclusive.
An exclusive partnership
While Yaccarino’s tweet remains very vague, The Verge spoke to spokesperson Joe Benarroch for further details. It looks like the collaboration will include:
According to Joe Benarroch, spokesperson for X, this partnership represents something different than the Traditional payment programs for content creators. While X started to share a percentage of ad revenue alongside posts from verified users, the agreement with Hilton is unique.
Certainly, the agreement brings many more advantages than those that influencers normally have on social media. The fact that X will find the sponsorships directly, it takes a lot of work away from Hilton and his company. We imagine she will have more time to focus on her “sliving”.
Reconnect with advertisers
This deal signed by Yaccarino shows that X is trying some unorthodox tactics to keep advertisers coming back. After the company lost many advertising deals (especially after the “blue check disaster”), when it was still called Twitter and Elon Musk was CEO, the company tried to make amends. Already offering economic advantages last year to return. The same decision to hire Yaccarino as CEO, with his great experience in the world of marketing, wants to keep advertisers coming back. Musk admitted this summer that the company lost half of its advertising revenue.
It remains to be seen whether personalities like Paris Hilton can convince advertisers to return to supporting X with advertising. Subscriptions to X Premium (formerly Twitter Blue) are not enough for the social network.