Twitter (NYSE: TWTR) has announced the end of Fleets, a limited-time tool that allows tweets to be deleted after 24 hours online.
What Happened: The social networking platform launched Fleets in November, and many observers compared it to Snap’s (NYSE: SNAP) Snapchat and Facebook’s (NASDAQ: FB) “Stories” feature, both of which offer ephemeral updates that aren’t meant to be part of one’s timeline.
Ilya Brown, Twitter’s head of product, brand, and video advertisements, noted in a corporate blog post that Fleets was created to “help more people feel comfortable joining the conversation” on the platform, but it did not receive the level of use that the business desired and will be phased down on August 3.
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What’s Next: Brown said Twitter will take what it’s learned from this experience and use it to “address some of the fears that keep people from tweeting,” while also adopting components of the Fleets concept into on-site advertising and messaging displays.
“We’re evolving what Twitter is, and trying bigger, bolder things to serve the public conversation,” Brown said, adding that if Twitter isn’t “evolving our approach and winding down features every now and then,” it won’t be able to serve the public conversation.
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