Jack Dorsey, co-founder and CEO of Twitter Inc. and Square Inc., speaks during the Bitcoin 2021 conference in Miami, Florida, on Friday, June 4, 2021.
Eva Marie Uzcategui Bloomberg | Getty Images
Twitter on Wednesday it announced it would phase out its fleet on August 3rd
The announcement means the company will shut down a feature it launched last year to compete with the story features available in Snapchat i Instagram. The decision comes after the company announced in June that it would begin testing ads within the fleet, a move that would help him monetize posts.
“We hoped Fleets would help make more people feel comfortable by joining the conversation on Twitter,” the company said. in the blog. “But in the time since we introduced the Fleet to everyone, we haven’t seen an increase in the number of new people joining the conversation with the Fleet as we had hoped.”
Twitter introduced Fleets in November 2020. The feature allows Twitter users to post photos, videos, reactions to tweets or plain text in full screen that disappears after 24 hours. The fleet emerged years after Snapchat and Facebook introduced similar options for their users.
The purpose of Fleets was to attract more users to post content on Twitter, but instead of encouraging new users to post content, Fleets only used existing Twitter users, the company said.
“The fleet is mostly used by people who are already tweeting to amplify their own tweets and talk directly to others,” the company said. “We’re going to explore more ways to address what is holding back people from participating on Twitter.”
Fleet failure could be a blow to Ambitious Twitter goals to have 315 million monetized daily active users (mDAUs) by the end of 2023 and to at least double their annual revenue in that year. A key part of achieving these goals included launching multiple functions that would drive user growth and greater user engagement.