In a significant and unexpected move, Paris Hilton’s 11:11 Media, has decided to halt its advertising campaign on the popular social media platform, X, formerly known as Twitter. This decision comes in the wake of a series of companies distancing themselves from the platform, sparked by billionaire Elon Musk’s recent tweet endorsing an antisemitic conspiracy theory, as reported by CNN.
The Background: A Swift Departure from a Promising Partnership
The suspension of the advertising campaign by 11:11 Media is noteworthy as it occurred merely a month after the announcement of an exclusive partnership between the entertainment company and X. The partnership promised exciting features, including live video and commerce integration. In October, X CEO Linda Yaccarino warmly welcomed Hilton into the “@X family,” hailing her as the “queen of pop culture, music, business, and TV,” embodying the spirit of #Sliving on X.
Despite efforts to seek a comment from Hilton’s company, CBS MoneyWatch encountered difficulties reaching out. Bruce Gersh, 11:11’s president, and chief operating officer informed CNN that the decision to withdraw the campaign from the platform was made promptly, hinting at the gravity of the situation.
The Ripple Effect: Advertisers Distance Themselves from X
The departure of 11:11 Media adds to the growing list of advertisers stepping away from X. This trend gained momentum after Musk, the platform’s billionaire owner, openly endorsed an antisemitic post on his social media, dismissing it as “the actual truth.” Major advertisers such as Apple, Disney, IBM, and Lionsgate have followed suit, suspending their marketing campaigns. The catalyst for this collective action was a Media Matters report highlighting a concerning rise in antisemitism on X.
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Media Matters brought to light instances of ads from reputable companies like Apple, IBM, and Oracle appearing next to Nazi-themed content on X. In response, X took an aggressive stance by filing a lawsuit against the liberal advocacy group, accusing it of misrepresenting findings to harm the company.
The Political Fallout: White House Denounces Musk and a Presidential Pivot
The controversy reached a new height when the White House denounced Musk for perpetuating “the hideous lie behind the most fatal act of antisemitism in American history.” In response, President Biden made a symbolic shift, posting his first message on X’s rival platform, Threads.
This is not the first instance of X facing advertiser concerns regarding brand alignment with controversial content. Musk strategically brought in Yaccarino, a former NBC executive, to persuade major brands to recommit to X amid such challenges.
The Impact: Declining Web Traffic Raises Concerns
According to research firm Similarweb, global web traffic to Twitter.com experienced a 14% decrease from a year ago as of September. Simultaneously, traffic to the ads.twitter.com portal designed for advertisers witnessed a more significant decline, plummeting by 16.5%. These statistics underline the growing challenges X faces in retaining both user engagement and advertiser confidence.
In conclusion, the decision by 11:11 Media to cease its advertising campaign on X underscores the escalating concerns surrounding the platform’s content and the broader implications for advertisers. As the fallout continues, the future trajectory of X and its ability to regain trust from both users and advertisers remains uncertain.
