Since being introduced at the end of 2020, Twitter’s Fleets feature has been growing and evolving. What are the benefits of using Fleets, and are they here to stay? Read on for our take on Twitter’s latest feature.
What are Fleets?
Fleets are essentially Twitter’s version of stories. Just like the story option on other social media sites, Fleets are fleeting: They are visible for only 24 hours before they disappear. Twitter has explained Fleets as a way to “interact with Twitter in a whole new way, right in the moment. Fleets allow you to share fleeting or transitory thoughts.”
Features and Capabilities
In most ways, Fleets do closely mirror the story functionalities on competitors Facebook and Instagram. Fleets can take many forms: photo, gif, video, or even plain text. You can Fleet your reaction to a tweet as well. Essentially, any form your fleeting thoughts are taking, you can express them through a Fleet.
You can re-share someone else’s (or your own) tweet through a Fleet as well. Twitter is even testing out a new option that would allow users to set a background video or image when re-sharing a tweet this way.
For now, Fleets are only available on mobile apps, not on a desktop. Twitter has made strides recently to start integrating Fleets into the desktop site, so a widespread rollout of that may be coming soon.
Applications for Marketing
Fleets offer yet another channel through which marketers can reach their fans and potential new customers alike. Just like story features on the other social channels, Fleets can be a great way to more personally connect with a Twitter audience. Viewers can respond to Fleets through direct messages, so there is ample opportunity to start conversations and hear directly from your followers.
It is also a channel through which you can offer exclusive sneak peeks, behind-the-scenes looks at production, or ask questions to elicit feedback from your followers. Quick business updates and limited-time offers would also be great content to share through Fleets.
Future of Fleets
Since the feature is still quite new, it remains to be seen how successful Fleets will be. Uptake has not been overwhelming thus far, but that doesn’t mean there’s no hope for Fleets. Instagram Reels had a similarly slow start, but has continually gained traction for the past few months and is becoming very widely-used. Only time will tell how successful Fleets will be.
