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- Dubai 05:26 06:44 12:11 15:09 17:32 18:50
X, formerly Twitter, has signed a deal with celebrity Paris Hilton to create four original video programmes per year, including live shopping broadcasts. The two-year deal also includes revenue sharing between Hilton's company and X.
The partnership is part of X's strategy to boost audiences and sell more advertising. Live shopping is a popular format in Asia, but it has yet to take off in the West. X is hoping that Hilton's star power and her ability to connect with her audience will help to make live shopping more mainstream.
In a statement, Hilton said that she is excited to partner with X to "explore new ways to connect with all of you across video, live video, live shopping, and even Spaces." She added that they are "just getting started."
Hilton's live shopping shows will focus on a variety of topics, including fashion, beauty, and home goods. She will also be promoting new consumer products and feature releases on the platform.
X is working to help Hilton secure brand sponsorship for each of her programmes. The company is also developing new tools and features to make it easier for users to shop during live broadcasts.
The partnership with Hilton is the latest example of X's efforts to attract more users and advertisers to the platform. The company has also signed deals with other celebrities and influencers, such as Tucker Carlson and Joe Rogan.
It remains to be seen whether X's live shopping experiment will be successful. However, the partnership with Hilton is a sign that the company is committed to making live shopping a major part of its business.
The deal is also a test for X CEO Linda Yaccarino, who is tasked with reviving the company's fortunes. X has been struggling in recent months, with revenues down and advertisers pulling back their spending. Yaccarino is hoping that the deal with Hilton will help to attract new users and advertisers to the platform.
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