Twitter is ending a yearlong flirt with Fleets, its ephemeral posts feature.


The New York Times 14 July, 2021 - 12:29pm 4 views

Are fleets going away?

The social media platform said Wednesday that it is ending its Fleets feature, where users can share text, photos and videos that disappear in 24 hours, similar to rival Snapchat, due to the lack of new user engagement. Fleets, which debuted last November, will disappear for good on Aug. 3. USA TODAYTwitter's disappearing tweets feature Fleets is going away for good soon

Twitter plans to remove an ephemeral-stories feature from its app after it failed to attract users, the company said in a blog post on Wednesday. The feature, Fleets, automatically deleted images or text after 24 hours.

Snapchat introduced the so-called stories format in 2013 as a bridge between its core private messaging features and the public sharing that most people expected from social media platforms. Instagram copied the feature in 2016, and ephemeral stories quickly spread across social media, including Facebook and LinkedIn.

Twitter arrived late to the trend, rolling out Fleets in March 2020. The company believed that the format would help new users become comfortable posting on Twitter by relieving the pressure that comes with making a permanent public post. But Fleets didn’t cause new users to flock to the platform, Twitter said.

“We hoped Fleets would help more people feel comfortable joining the conversation on Twitter,” Ilya Brown, a Twitter vice president of product, wrote in the blog post. “Although we built Fleets to address some of the anxieties that hold people back from Tweeting, Fleets are mostly used by people who are already Tweeting to amplify their own Tweets and talk directly with others.”

Twitter will remove Fleets from its service by Aug. 3, Mr. Brown said. It is the only major social media company to deactivate a stories feature.

The company will look into other ways to reduce the anxiety of tweeting for new users, Mr. Brown added. Twitter executives also said the company would continue to research the impact of its features and would not hesitate to move on from projects if the features did not resonate with users.

“Big bets are risky and speculative, so by definition a number of them won’t work,” Kayvon Beykpour, Twitter’s head of product, said in a tweet about the change. “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.”

Read full article at The New York Times

Twitter's disappearing Snapchat clone... disappears

CNN 15 July, 2021 - 05:02am

Updated 1:55 PM ET, Wed July 14, 2021

Twitter Decides To Remove 'Fleets' feature - Twitter Fleets

Gulte 15 July, 2021 - 05:02am

Social media giant Twitter took a big decision of removing the feature of fleets from its mobile versions. Twitter launched this feature last year, which is similar to the stories feature of Whatsapp, Instagram, and Facebook. As people were already used to that feature on other platforms, they weren’t interested in using it on Twitter. Thus, the company decided to scrap the idea and confirmed that fleets will not be available from August 3.

“We had big hopes for Fleets, but now it’s time to say goodbye and take flight with other ideas. Starting August 3, Fleets will no longer be available,” tweeted Twitter Support.

“We had planned for Fleets to help people feel comfortable joining the conversation in a low-pressure way, but it turns out Fleets were mainly used by those Tweeting the most. So now we’re ready to explore other ways for people to share on Twitter,” it further added.

The organization also confirmed that it will now focus on other parts of the platform. It stated, “We hoped Fleets would encourage more people to join the conversation, but that wasn’t the case. So we’re removing them and focusing on improving other parts of Twitter.”

As per the reports, Twitter many now focus on Spaces, which proved to be a successful feature within a couple of months of its launch.

Tags Fleets Technology Twitter Twitter Fleets

Twitter disappears Fleets

Mashable 15 July, 2021 - 05:02am

Twitter confirmed Wednesday that it is ending its brief experiment with disappearing messages, dubbed Fleets, on August 3. According to the company, the Stories-like posts which lived at the top of users' mobile Timelines never really caught on — or, at least not in the way Twitter wanted.

"We hoped Fleets would help more people feel comfortable joining the conversation on Twitter," wrote Ilya Brown, Twitter's vice president of product, in a blog post announcing the decision. "However, we haven't seen an increase in the amount of new people joining the conversation with Fleets like we hoped."

Twitter launched Fleets back in November of 2020 to much hype and fanfare. The logic at the time, so far as it was articulated by Twitter, was that posts which automatically disappeared after a 24-hour window would encourage otherwise shy users to post more.

"That thing you didn't Tweet but wanted to but didn't but got so close but then were like nah," teased Twitter back in 2020. "We have a place for that now—Fleets!"

In hindsight, it's noteworthy that Twitter described Fleets "as a place" for disappearing content. Fleets were always a separate, segmented product that felt apart from the core of Twitter. With Fleets, Twitter didn't give users the ability to make tweets automatically delete at a future date. Rather, the company created a distinct place where users could temporarily dump images or videos.

In Wednesday's blog post, Brown explained how Fleets were actually being used.

"Although we built Fleets to address some of the anxieties that hold people back from Tweeting, Fleets are mostly used by people who are already Tweeting to amplify their own Tweets and talk directly with others."

We asked Twitter if the decision to retire Fleets in any way affects its decision to, as of yet, deny users the ability to set future expiration dates for their tweets.

"We're still exploring ideas like this and others to help people feel more comfortable joining the conversation," replied a spokesperson.

Brown did, however, insist that this is not the last Twitter product which may get spun up only to later be unceremoniously killed off.

SEE ALSO: Twitter Fleets have created a whole new opportunity for reply guys

"If we're not evolving our approach and winding down features every once in a while — we're not taking big enough chances," Brown wrote.

With only three weeks left for Fleets, it looks to be a relatively quick death for a feature that was already dying of natural causes. So go ahead and say your goodbyes to Fleets now, before it disappears one final time.

More in Social Media, Twitter

Twitter Cancels 'Fleets' Just Months After Launch

MacRumors 15 July, 2021 - 05:02am

Twitter says that it had hoped Fleets would help people "feel more comfortable joining the conversation on Twitter," but there hasn't been an increase of people joining Twitter with Fleets as Twitter expected.

We're evolving what Twitter is, and trying bigger, bolder things to serve the public conversation. A number of these updates, like Fleets, are speculative and won't work out. We'll be rigorous, evaluate what works, and know when to move on and focus elsewhere. If we're not evolving our approach and winding down features every once in a while - we're not taking big enough chances. We'll continue to build new ways to participate in conversations, listening to feedback and changing direction when there may be a better way to serve people using Twitter.

Going forward, Twitter says that it will use what it learned from Fleets to focus on creating other ways for people to "join the conversation" and will find new ways to address "what holds people back from participating on Twitter."

Twitter also plans to test updates to the Tweet composer and camera that will incorporate Fleets features like text formatting, full screen camera for photo taking, and GIF stickers.

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A fleeting lifespan for Twitter's ephemeral feature | Digital | Campaign Asia

Campaign Asia-Pacific 14 July, 2021 - 11:16pm

Social-media network has called time on its disappearing format after it failed to fulfil its mission to encourage more active users.

Twitter is sunsetting its ephemeral stories feature, Fleets, after it failed to gain traction among users.

Fleets will no longer be available from August 3, the company announced on Wednesday (July 14).

The social-media network began testing the feature in Brazil in March last year after witnessing the success of disappearing stories on other platforms.

Posts that vanish after 24 hours remove some of the anxieties of social media, such as comments and validation, said Kayvon Beykpour, Twitter’s product lead, when Fleets was first announced.

"People often tell us that they don’t feel comfortable tweeting because tweets can be seen and replied to by anybody, feel permanent and performative (how many 'likes' and retweets will this get!?)," Beykpour said at the time.

Every day, people come to Twitter to see what’s happening. One of the unique things about Twitter is that “what’s happening” is fueled by people sharing their thoughts openly, through Tweets. But sharing your thoughts publicly can be intimidating! ��

Fleets were designed as a way "to share fleeting thoughts". The messages were viewable at the top of the feed, and were not commentable or shareable. Users could only react to Fleets in direct messages.

It was an adaptation of the 'stories' format pioneered by Snapchat in 2013. This was copied by Instagram in 2016 and rapidly became one of its most popular formats, boasting 500 million daily active users in 2019. Ephemeral features have since been widely adopted across the social media sphere, including Facebook, WhatsApp, YouTube and LinkedIn.

Twitter rolled out the product globally on November 17 alongside new features such as the ability to Fleet a Tweet. But it has since failed to capture the attention of users and brands.

"We hoped Fleets would help more people feel comfortable joining the conversation on Twitter," said Ilya Brown, head of product, brand and video ads, in a blog post. "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 said Fleets did not fulfil its ambition to encourage participation from non-active users. Instead, the majority of users who created Fleets were Twitter's most active users, who used it as an amplification tool.

"We had planned for Fleets to help people feel comfortable joining the conversation in a low-pressure way, but it turns out Fleets were mainly used by those Tweeting the most," the company said in a Tweet.

The platform said it will take learnings from Fleets to create other features, including exploring more ways to address what holds people back from participating on Twitter. It will also test incorporating features from the Fleets composer into the Tweet composer and camera, like the full-screen camera, text formatting options, and GIF stickers.

Twitter was also using Fleets to test full-screen, vertical format ads. It said it was "taking a close look at learnings to assess how these ads perform".

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