{"id":4371313,"date":"2024-04-16T17:20:47","date_gmt":"2024-04-16T15:20:47","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/how-paris-hilton-is-redefining-social-media-on-roblox\/"},"modified":"2025-12-08T13:36:37","modified_gmt":"2025-12-08T11:36:37","slug":"how-paris-hilton-is-redefining-social-media-on-roblox","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-in\/insight\/how-paris-hilton-is-redefining-social-media-on-roblox\/","title":{"rendered":"How Paris Hilton is redefining social media on Roblox"},"content":{"rendered":"
\n\t\n\t\t\n\t\t\t<\/mask><\/g><\/svg>\t\t\t\n\t\t\t\tInsights\t\t\t<\/span>\n\t\t<\/div>\n\t<\/div>\n\tHow Paris Hilton is redefining social media on Roblox<\/h1>
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\n\t\t\t\t\n\t\t\t\t\tDate\t\t\t\t<\/span>\n\t\t\t\t\n\t\t\t\t\tApril 16, 2024\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n<\/div>\n\n\n\t\n\tFrom club queen to reality star, DJ to entrepreneur, Paris Hilton has been many things over the years. Now, the self-proclaimed original influencer has pivoted her brand yet again\u2014this time, to the next era of social media.\u00a0

Together with 11:11 Media<\/a>, which she co-founded with a former Disney executive, Paris launched Slivingland<\/a>, an immersive experience created in Roblox. Less than a year later, the success Paris has cultivated in her Roblox ventures has demonstrated her incredible foresight in building her brand.\u00a0

Through Slivingland, she\u2019s shown how this type of experience blurs the boundaries between gaming and social platforms.

Moreover, she\u2019s also demonstrated what strategies brands can adopt to prepare for a not-unlikely future in which gaming platforms supersede social giants like Facebook and Instagram.<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tIs the party winding down for social media?<\/h2>\n\t\u201cI\u2019ve always been a person who sees into the future,\u201d Paris Hilton said<\/a> about her ability to predict the latest cultural trends. \u201cIt might be because I\u2019m an Aquarius.\u201d

Regardless of where she gets her psychic ability, the accuracy of Paris\u2019s predictions is startling. Her decision to double down on Roblox comes as time spent on social media reaches its ceiling<\/a>. And, as consumers reach their max on socials, it\u2019s become clear the existing landscape of platforms isn\u2019t meeting all of their needs.\u00a0

To explore how different social platforms fulfill consumer needs, Snapchat conducted a study<\/a> in partnership with Mindshare Neurolabs that identified six platform \u201cneed states.\u201d<\/p><\/div>\n\t\n\t<\/div>\n\n
\n\t\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div><\/div>\n\n\n\t\n\tWithin the scope of these need states, Snapchat revealed their platform stood out with regard to Joy and Connection. A separate study with Neuro-Insight confirmed these results: 81% of social users attested to Snapchat\u2019s unique ability to let them have fun with friends and family free of judgment.\u00a0

Snapchat\u2019s \u201cunique ability\u201d to let consumers have fun with friends illustrates how consumers want<\/em> to experience joy and connection on social media but Joy and Connection are hard to find.\u00a0

This wasn\u2019t always the case for social platforms. Millennials will recall the heyday of Facebook a decade ago, when back-and-forth exchanges on friends\u2019 posts filled their timelines and poke wars reigned supreme over Snap streaks. Now, however, social media has become less \u201csocial\u201d<\/a> and more \u201cmedia.\u201d

As a result, while the party\u2019s not quite<\/em> over for OG social platforms, young consumers in particular have started searching for a new venue.\u00a0

While Facebook remains the world\u2019s largest social platform, for example, the percentage of teenagers with an active account has declined<\/a> to 33%, down from 71% in 2014-2015. By comparison, nearly 40% of the users on Snapchat<\/a> and TikTok<\/a> are under the age of 24.

Right now, it\u2019s clear that Snapchat and TikTok are the hot places to be. The best<\/em> place, however, is wherever the party is heading next\u2014and that\u2019s exactly where Paris Hilton has positioned herself.<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tForging connection among Generation Roblox<\/h2>\n\tWhere many social platforms are struggling to meet young consumers\u2019 need for connection (in the words of Paris Hilton) gaming platforms are \u201ckilling it.\u201d<\/a>\u00a0

In choosing Roblox as the activation site for Slivingland, for example, Paris Hilton chose a platform that has been described as \u201cthe most social ecosystem on the planet.\u201d<\/a>

It\u2019s not just Roblox, either. By enabling players to communicate, contribute to the world around them, and have fun as they embark on adventures together, other platforms like Minecraft and Fortnite have also cultivated vibrant worlds and passionate communities.

As a result, games like these have become the foundation for a friendlier version of the metaverse: immersive experiences. These enable users to connect and play in a virtual world but, unlike the full-fledged metaverse, immersive experiences live within pre-existing platforms with pre-established audiences and powerful reach.

To give a sense of just how powerful gaming\u2019s reach is, consider this: 76% of Gen Z uses TikTok<\/a>, the most popular social media platform among their generation, but as much as 90% of Gen Z play video games<\/a>.

And then there\u2019s Gen Alpha. For this generation, it\u2019s impossible to predict which social platforms they prefer because their oldest members are only just now reaching the age minimum required to have a social account. Gaming, however, is already<\/em> practically ubiquitous: an astonishing 94% of Gen Alpha play video games<\/a>.\u00a0

Where Millennials were responsible for the rise of Facebook and Gen Z were responsible for the rise of TikTok, Gen Alpha is defining a new era of social connection on gaming platforms through immersive experiences.\u00a0<\/p><\/div>\n\t\n\t<\/div>\n\n
\n\t\n\n\t\t\t\t\t<\/iframe>\n\t\t\t<\/div>\n\n\t<\/div>\n\n\n\tCreating lasting engagement starts with joy<\/h2>\n\tSlivingland is far from the only branded immersive experience launched on Roblox. Among the 400+ others are Nike, Gucci, Ralph Lauren, Chipotle, and Hyundai.\u00a0

Every one of these brands understands the value of Roblox and other gaming platforms as the source of connection driving the next era of social.\u00a0

However, as a panel of gaming experts hosted by The Drum<\/a> pointed out, launching an experience on a platform like Roblox is just a first step. The long-term effectiveness of that investment hinges on a more difficult challenge: Whether or not brands can build an ecosystem that keeps users coming back.

It\u2019s in this regard that everything Paris Hilton has accomplished with Slivingland stands out. By continuously delivering joy to users, she\u2019s defined Slivingland as an evergreen entertainment hub.\u00a0\u00a0

For example, limited releases of digital collectibles have been a powerful draw for fans since Slivingland\u2019s launch. When Paris and 11:11 Media launched their collab with Hilton Honors, they built off that success by creating a scavenger hunt that users could complete to earn one of 50,000 collectibles.

More than 56,200 claims<\/a> happened during the campaign window. Even after all the prizes had been snapped up, users kept playing. In total, over 88,900 scavenger hunts were completed.

As of April 2024, Slivingland has had almost 3.5 million visitors. From an outsider\u2019s perspective, as Venture Beat <\/a>noted, that success is difficult to fully convey\u2014but its significance is enormous.\u00a0

With Slivingland, Paris has accomplished something even people like Mark Zuckerberg haven\u2019t been able to do: She\u2019s proven the vitality of immersive experiences.<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tSliving into the future<\/h2>\n\tIn anticipation of its launch, Paris described Slivingland as \u201ca place where we can connect, create, and sliv together, making unforgettable memories in a whole new virtual universe.\u201d

Joy and connection have been fundamental components of Paris\u2019s vision for the future of online interaction from the beginning. By successfully incorporating both of them, she\u2019s proven the possibility of gaming platforms as the next great terrain for social media<\/a>.<\/p><\/div>\n\t\n\t<\/div>\n\n
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