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Product

Goodbye, Fleets

By Ilya Brown
Wednesday, 14 July 2021
    
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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.

 

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@ilyabr0wn

Ilya Brown

@ilyabr0wn

Head of Product, Brand & Video Ads

 
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