Twitter is doing away with its disappearing tweets, called fleets, after they didn’t catch on. The company began testing tweets that vanish after 24 hours last March in Brazil. Fleets were designed to attract new users who might be turned off by the public and permanent nature of normal tweets. But that didn’t happen, so Twitter says it is moving on to other things.
From the Twitter Blog:
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. Because of this, on August 3, Fleets will no longer be available on Twitter.
- Using our learnings from Fleets, we’ll focus on creating other ways for people to join the conversation and talk about what’s happening in their world. Here’s some of what we learned and what’s next:
- 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’ll explore more ways to address what holds people back from participating on Twitter. And for the people who already are Tweeting, we’re focused on making this better for you.
- Most Fleets include media – people enjoy quickly sharing photos and videos to add to the discussion on Twitter. Soon, we’ll test updates to the Tweet composer and camera to incorporate features from the Fleets composer – like the full-screen camera, text formatting options, and GIF stickers.
- The top of the timeline continues to be a good spot to highlight what’s happening right now so you’ll still see Spaces there when someone you follow is hosting or speaking in a live audio conversation.
- Our Fleet ads test, which concluded as planned last month, was one of our first explorations of full-screen, vertical format ads. We’re taking a close look at learnings to assess how these ads perform on Twitter.
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.
Photo Credit: Twitter