Most of the major social media platforms have some form of Snapchat-like feature, wherein users can share posts that disappear after a short time. In 2020, when Twitter decided to add its version, Fleets, many weren't surprised. After all, the company was rolling out other new features around the same time.
The surprise came eight months later when Twitter announced that it would be discontinuing Fleets. So, why did Twitter make the decision to kill off a feature that other platforms have had such success with? Let's find out.
What Are Twitter Fleets?
If you're not on the cusp of social media tech updates, you may have missed the Fleets feature. Fleets—a portmanteau of “fleeting” and “tweets”—were Twitter posts that vanished after 24 hours.
While they were commonly described as “disappearing” tweets, they worked similarly to Instagram Stories, WhatsApp Statuses, or Snapchat Snaps. Twitter started testing Fleets in March 2020, hoping that the feature would attract new users to the platform.
Why Did Twitter Kill Fleets?
One of the issues with Twitter is its permanence. Once users post a tweet, it can't be edited. Some people feel that Twitter's permanence creates a sense of pressure around what should be a relaxed way to connect with others online.
According to a post on the Twitter blog, the company hoped the feature might make some people more comfortable using the social media app. In addition, the ephemeral nature of Fleets meant less risk for errant users and potentially fewer chances for viral intimidation.
Unfortunately, things didn’t go according to plan, as it seems the majority of people using the feature weren't new, but existing, Twitter users.
In the same blog post, Consumer Product VP Ilya Brown indicated that rather than pursue Fleets, the company would instead evolve in a different direction.
In the final hours of the feature's life, some members of the Fleets creation team shared thoughts about Twitter's decision.
As of August 3, 2021, Fleets is gone from the platform. Twitter has also recently redesigned its website and introduced Spaces, its Clubhouse-style audio rooms.
What to Expect From Twitter
Twitter appears to be open to experimentation, even if the platform has had mixed success with features like Fleet. Still, Twitter’s actions are somewhat commendable. For a company of its size and reputation, the decision to remove the Fleets feature so honestly and publicly seems noble. One thing is for sure, the recent changes prove that the social media giant still has a few tricks up its sleeves.