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X launches pink app icon as part of Paris Hilton partnership

The big push into celebrity partnerships is a core element of X's growth strategy

Image Credit: Klarna

X has launched a pink app icon as part of its partnership with Paris Hilton. 

It allows users to join the Paris Hilton Era in the app, via a new pink app icon for X premium subscribers.

X’s big push into celebrity partnerships is a core element of its growth strategy.

Linda Yaccarino, CEO at X announced its her first major talent signing to the app, with Paris Hilton becoming the first celebrity to sign an exclusive content deal as part of X’s expanding video content push.

Yaccarino’s initial Twitter growth strategy will involve pitching the platform to high-profile users, as a means to get more of them sharing their content to Twitter itself, as opposed to tweeting and linking to other sources, or sharing key updates in other apps.

According to Variety, Hilton’s new agreement with X will see her create four original video programmes for the platform each year, for the next two years at least, which will include live-shopping broadcasts, spaces audio chats, and more.

In addition to this, Hilton will also serve as a launch partner for new X products, services, and feature releases.

X has been working to establish a stronger presence for creators, with a view to building out its content offerings, and eventually, according to owner Elon Musk at least, competing with YouTube for top creative talent.

The partnership aims to keep more people coming back to X more often to see the latest content, with X boosting the creator pie via ad revenue share, enhanced subscriber options, improved video streaming and live streaming.