After Less Than a Year, Twitter is Retiring its Stories-Like 'Fleets' Option

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A new article on Social Media Today reports that in a surprising u-turn, Twitter has announced that it's retiring Fleets, its own take on the Stories format, after less than a year of its existence.

Fleets will be around here for two more weeks; then they'll be no more, with Twitter instead looking to shift the focus onto its audio Spaces tool instead:

"We built Fleets as a lower-pressure, ephemeral way for people to share their fleeting thoughts. We hoped Fleets would help more people feel comfortable joining the conversation on Twitter. But, in the time since we introduced Fleets to everyone, we haven't seen an increase in the number of new people joining the conversation with Fleets like we hoped."
Twitter launched its initial test of Fleets ads last month. The closest marketers ever got to any insight into Fleets use was via the company's most recent earnings call in late April, when Twitter CEO Jack Dorsey responded to an investor question about the performance of Fleets, explaining that:

"We're seeing some new activity and new demographics utilizing Fleets. [We launched Fleets] to solve the problem of people not wanting to Tweet because they feared it staying around too long. And for that use case, it is working very well. And then it certainly has taken on -- it certainly has seen a different audience than we normally see. But we still have much to learn and a lot to figure out in terms of like where it goes from here."
Twitter says that it'll be taking the lessons it's learned from Fleets and applying them into new areas, such as updated camera options to better enable full-screen visuals and full-screen ad formats. Twitter product lead Kayvon Beykpour is philosophical about the demise of the option:

"Big bets are risky and speculative, so by definition, some of them won't work. If we're not having to wind down features every once in a while, then it would be a sign that we're not taking big enough swings."
#fleets #option #retiring #storieslike #twitter #year
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  • Profile picture of the author dvz
    means they are trying to renew so its good.
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  • Profile picture of the author Mort Blacklock
    what is that fleet? unable to get this
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  • Profile picture of the author dreamtab
    Fleet is changed to Spaces. Live Podcasting like feature.
    Website Setup $250 only
    Full-Time VA Available. 13 years IM, SEO, WordPress, Customer Support experience.
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