The company announced Wednesday that it will kill off Fleets, its disappearing posts product, on August 3 — less than a year after introducing it — because users were less interested in sharing their"fleeting thoughts" on Twitter than it expected.
Fleets are posts that disappear after 24 hours and are viewed in a line at the top of a user's feed, rather than in their timeline. And unlike typical tweets, Fleets do not receive retweets, likes or public replies; instead, users can only react to them with direct messages. The company had hoped the product would encourage infrequent Twitter users to engage on the platform more frequently.
While Fleets didn't catch on with Twitter users, similar products are popular on other social media sites. Snapchat pioneered the concept of content that disappears after 24 hours in 2013, and many platforms, including Facebook, Instagram, YouTube and LinkedIn, have since released their own versions.
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