MANILA, PHILIPPINES – Twitter’s “Fleets” was built as a lower-pressure, ephemeral way for people to share their fleeting thoughts. However, since introducing Fleets, Twitter hasn’t seen an increase in the number of new people joining the conversation with the feature like it was hoped.
In a statement by Ilya Brown, Twitter’s Head of Product, Brand & Video Ads, they expressed their commitment to continue to build new ways to participate in conversations, listen to feedback, and change direction when there may be a better way to serve people using the service.
What we don't build is just as important as what we build. We have to make decisions about what’s working and when to focus elsewhere.
SponsorWe’ll continue to experiment with ways to participate in conversations, listening to feedback so we can best serve you all. https://t.co/xRXN0QpzXa
— Ilya Brown (@ilyabr0wn) July 14, 2021
See Brown’s statement here:
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.
Magpapaalam na ang Fleets sa ika-3 ng Agosto 👋
Gagamitin namin ang aming mga natutunan upang makalikha ng bagong paraan ng pakikipag-diskusyon dito sa Twitter.https://t.co/BbrJJueIrA
— Twitter Philippines (@TwitterPH) July 14, 2021
