Twitter Fleets were fully rolled out last November 2020. Since its launch, the platform focuses on boosting its exposure and improving these Instagram Stories clones. It rolled out animated stickers, a custom-background, and twemojis to enhance Fleets. Recently, it is testing related Fleets underneath tweets. Today, Twitter announces the removal of Fleets by 03 August 2021.
Fleets are like Instagram Stories, they go live for only 24 hours. Through Fleets, you can post a photo, record a video, share a tweet, or write some text. As announced, Twitter will be removing Fleets by 03 August because they have not seen an increase in the usage of this feature. But even though Fleets will no longer be available after 8 months of existence, Twitter has learned a lot about Fleets usage. This, they will use to launch features better than Fleets.
Twitter announces the removal of Fleets on 14 July 2021.
Implications for Marketers:
It is saddening that Fleets only lasted for 8 months. But like marketing, social media platforms need to experiment with features that may click or not. As it doesn’t click, Twitter needs to end Fleets and learn from it. Digital marketers should have the same thinking. If something doesn’t work, learn from it to move forward.