- Twitter is rolling out its stories feature "Fleets" globally this week.
- And the social media company hopes the feature will drive user egagement.
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Twitter is rolling out its stories feature "Fleets" globally this week, with the hopes of driving higher user engagement with the platform.
Users can post Fleets that contain text, photos, videos, and reactions to tweets, and they will disappear after 24 hours, with sticker and livestreaming options available later. Twitter first began beta testing Fleets in Brazil back in March, before expanding to India, Italy, Japan, and South Korea. Following moves by Pinterest and LinkedIn, this is another social media platform launching ephemeral content capabilities to compete with Snapchat, Instagram, and Facebook this year.
Twitter said that Fleets is an easier way for users to engage with the platform by reducing the pressures of posting. Twitter explained that some users feel uncomfortable posting tweets because they are too permanent and public, and that they don't enjoy the pressure of garnering retweets and likes. Fleets are supposed to alleviate these issues, as they cannot be retweeted.
If successful, the format could help the service attain more frequent interactions from its users and potentially expand the platform's current pool of 51.0 million mobile users, according to our estimates. On Instagram, for example, watching Stories was the most popular activity on the platform among US users, according to March 2020 data from "The eMarketer Facebook Flash Survey," conducted by Bizrate Insights. Fleets could also open up new monetization opportunities for the company, given that both Instagram and Snapchat have been fairly successful in introducing advertising options for their Stories features.
Twitter is one of the last social media platforms to introduce its own stories, as other platforms are already working on the next copycat feature: TikTok clones. After the explosive growth year for TikTok, rival social media platforms are already moving on to create their own versions of the short-form video app—Instagram has Reels, and YouTube is experimenting with Shorts.
Twitter has historically been slower in rolling out new features, so it's not surprising that the company is just now coming out with a stories feature. As social media content continues to evolve and change, it will be important for Twitter to keep pace with its rival platforms if it wants to maintain high user engagement.
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