Elon Musk’s X is taking a major step towards becoming an “everything app” with its latest partnership announcement. The company has joined forces with media icon Paris Hilton to host a livestream shopping event. Users of X will have the opportunity to watch a livestreamed video, chat with others, and shop all at the same time. In addition, X is also introducing Spaces, where users can hang out and connect. This exciting announcement opens up new possibilities for video, live shopping, and connecting with others. Although specific details about the event, such as the date and products being sold, have not yet been released, it’s clear that X is committed to exploring innovative ways to enhance user experiences.
X’s Previous Efforts in E-commerce
X’s foray into e-commerce did not start with its rebranding and association with Elon Musk. Twitter, before becoming X, had already begun exploring e-commerce initiatives. In 2022, it launched mobile storefronts for merchants, known as Twitter Shops, as well as features that allowed merchants to provide teasers for upcoming product drops and send reminders to customers. After Musk took over X, the company made an even bolder move by launching its first test of livestream shopping. Walmart was the initial partner in this endeavor, hosting the Cyber Deals live event on X in November 2022. Users were able to watch live broadcasts, shop featured products, and engage in conversations around the event by tweeting.
Partnership with Paris Hilton’s Media Company 11:11
Rather than partnering with traditional retailers, X has chosen to collaborate with Paris Hilton’s media company, 11:11. This partnership signifies a shift towards focusing on creators and introducing new initiatives in video and live commerce. X CEO Linda Yaccarino expressed excitement about the partnership, stating that it will serve as a launchpad for innovative projects in video, live video, live commerce, and Spaces. By elevating creators through higher payouts and supporting new ideas, X aims to create a vibrant ecosystem that empowers content creators and provides unique experiences for users.
Recent Revival of Livestreaming Initiatives
Musk’s recent livestream from the U.S.-Mexico border was an opportunity for X to test its capabilities in real-time. However, technical issues caused the livestream to crash, prompting Musk to request improvements from the team. Despite this setback, Musk’s commitment to exploring livestreaming was further demonstrated through his testing of livestreamed gaming via an alternate account. These recent initiatives indicate X’s dedication to enhancing its livestream capabilities and providing users with immersive experiences.
Concerns About Infrastructure for Hilton’s Livestream
Given the recent infrastructure failure experienced during Musk’s livestream, there are legitimate concerns about the reliability of the system during Paris Hilton’s livestream event. Hilton may have fewer followers on X compared to Musk, but her significant following of 16.6 million still poses a challenge to the infrastructure. X will need to ensure that its technical infrastructure can handle the increased demand and stress during the livestream event to provide a seamless experience for users.
X’s Expansion into Creator Monetization
Elon Musk has set his sights on transforming X into more than just a microblogging site. One of the key aspects of this transformation is the introduction of an ad revenue-sharing program for creators. Through this program, X aims to provide creators with the opportunity to monetize their fan base and generate income from their content. Already, the program has paid out nearly $20 million to creators, highlighting the company’s commitment to supporting and elevating the creator community. Additionally, X has invested in video by enabling support for longer videos, allowing creators to further showcase their content and engage with their audience.
Uncertainty around E-commerce on X
The landscape of e-commerce on social media platforms has been uncertain. Meta recently shut down its live shopping feature, and TikTok has been expanding its own live shopping efforts. Given X’s new developments, particularly with its livestream shopping event, it is evident that the company still believes in the potential of live shopping. Whether or not consumers are keen on shopping on social media platforms remains to be seen, but X is undeterred in its pursuit and continues to explore innovative ways to enhance the e-commerce experience for its users.
In conclusion, X’s partnership with Paris Hilton for a livestream shopping event is an exciting development that showcases the company’s ambition to become an “everything app.” By combining livestream video, chat, and shopping capabilities, X is pushing the boundaries of how users can connect and interact. The partnership with 11:11 further emphasizes X’s focus on creators and its commitment to supporting their initiatives. While concerns about infrastructure and uncertainty around e-commerce exist, X remains determined to provide unique and engaging experiences for its users. As we eagerly await more details about the upcoming livestream shopping event, it’s clear that X is at the forefront of innovation in the social media landscape.
