Yaccarino also mentioned luxury goods company LVMH and two recent instances where Trend Genius came into play.
For example, actor Bradley Cooper is one of LVMH’s brand ambassadors, and Trend Genius was triggered when Cooper was spotted singing along with Travis Kelce at a Taylor Swift concert. And when fellow LVMH influencer Zendaya showed up at the Golden Globe Awards earlier this month sporting the ring from her engagement to fellow actor Tom Holland, the same thing happened.
“Everyone talks about what’s trending on X, right? There’s no surrogate for X,” she said. “When a trend kicks up on X, and it hits a certain, let’s call it altitude, or it’s really on fire on X … advertisers that we have agreements with see their ad campaigns get fired up, and it starts to take advantage of those trends.”
She added, “When the trend starts to cool down, then your campaign pauses, and we move on to the next.”
3. X vs. the legacy media
Musk’s disdain for the legacy media is widely known to anyone who follows him on X, as he continually reminds the platform’s users, “You are the media now.”
Despite that tumultuous relationship, Yaccarino revealed during her keynote that former Wall Street Journal Detroit bureau chief John Stoll joined X to lead its newsgroup and partnership team.
“Legacy media news has become almost like a fan service to make sure that you’re speaking to a niche audience to make your budget right, and what we want to do is make sure that we provide a great place for that journalistic curiosity to return and to make sure that there is a place for journalists to come thrive and earn a great living,” Yaccarino said, referring to the platform’s revenue share program for creators.
4. Sports center
Yaccarino touted the NFL Portal launched by the platform last November, saying that X tallied 36 billion impressions and 4 billion video views for National Football League content in 2024.