Posts that are visible within a 24-hour period are all available on various platforms. And Twitter has their own version in the form of Fleets. Unfortunately, the company announced that it will shut down this fleeting feature by August 3. Seems like a low number of activities is what caused the action. What could be the reason behind this action?
Twitter’s Fleets Launch
The company’s own take on ephemeral Stories launched just nine months ago. Users can then post text, photos, or videos that are viewed only for 1 day. And just last month, Twitter experimented on expanding the use of Fleets to e-commerce. Several brands had the opportunity to use Fleet ads which is their own version of vertical ads that will be seen across the platform. Moreover, actions like swipe up were included for customers to reach the brands easier. These Fleet ads were tested with just 10 advertisers.
Meanwhile, a blog post from Ilya Brown, VP of Product, indicated reasons behind the goodbye to Fleets. As indicated, the company created this feature to allow more comfort for users to join the conversation more. Therefore, it is targeting the more quiet and inactive users that are intimated to post something that will be permanent in their accounts. And Fleets may create more actions from these users.
There is no clear announcement as to the number of people using Fleets, and no statistics were also given by the company.
Why The Shut Down?
No matter how convenient the feature may be for users, it seems like people are still hesitant to use the Fleets. The company explains that the shut down is because of lack of activity. Most especially to the target audience of the feature.
Kayvon Beykpour, Twitter’s head of consumer product explains further the reason behind the action. In a series of tweets, he explains that the company is not seeing the impact they expected. Therefore, they plan to focus their focus and time elsewhere. Moreover, the company plans to build other products, but no further details about it. And whether the company will try another version of these fleeting stories.
From the time that Fleets were introduced, Brown says that “we haven’t seen an increase in the number of new people joining the conversation with Fleets like we hoped”. Yahoo Finance also added that there was not much news or traction that happened ever since the launch of Fleets. Though the initial rollout of the feature caused a crash, which can be indicated as good because it means a lot of users tried it. Aside from the launch, news of product modifications, and technical glitches create news about it. There is not much heard from the feature. Which makes the announcement quite expected.
The company assures users that certain aspects of the Fleets may possibly be present in the platform. Such as the vertical, full-screen advertising test. Also, Twitter promised to explore more ways to encourage participation from inactive users. And make the services better for those who are already Tweeting.