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Twitter finally rolled out “Fleets” last month, becoming the latest platform to adopt the Stories format. Will it catch on?

A Fleet is a “fleeting” tweet (get it??). According to Twitter, “Fleets are for sharing momentary thoughts.” Like Stories on other platforms, they disappear from view after a day, which typically leads to more casual sharing (since you don’t need to worry about it being on your profile forever).

Anyone paying attention to our updates over the past few years will not be surprised: Ephemeral content has been trending up for some time.

That thing you didn’t Tweet but wanted to but didn’t but got so close but then were like nah. We have a place for that now—Fleets! Rolling out to everyone starting today. pic.twitter.com/auQAHXZMfH

— Twitter (@Twitter) November 17, 2020

How it works

Here are a few key features:

• Like Stories on other platforms, each Fleet shows up in a tray at the top of the Twitter feed. A user’s Fleets are also viewable by tapping their profile picture.

• You can Fleet text, photos, and videos, along with various background and design options.

• Share a Tweet in a Fleet (similar to sharing an Instagram post in a Story) by tapping the “Share” icon at the bottom of the Tweet and then tap, “Share in Fleet.”

• Reply to Fleets with text or emoji reactions

• Coming soon: Stickers, live broadcasting, and collaborative Fleets.

Note: So far, Fleets are only available on mobile.

“Those Tweets that never got past “Drafts” can finally see the light!”

— Twitter product lead Kayvon Beykpour

As brands adjust their social strategies heading into 2021, you may want to consider using Fleets to better engage your Twitter audience. Here are a few ideas for businesses:

• Share your fans’ Tweets in a Fleet

• Share your most popular Tweets in a Fleet to get more reach

• Post a limited time offer (it will automatically disappear, after all)

• Share the same style of content you’re posting on other Stories, like BTS (behind-the-scenes) action, live event updates, or multi-page updates

• PRO TIP: Review your account’s DM settings to ensure you’re able to receive and respond to your Fleet replies

Why it matters

Like every new feature on social media, it’s often a good idea to test the waters and make yourself comfortable with it. But it’s also usually wise to not go wild. Rather than being an early adopter, it helps for brands to see how regular users interact with a new feature before embracing it whole-heartedly (and dedicating resources to it).

With Fleets, this especially makes sense. So far, reception seems to have ranged from uncertainty to outright mockery, which wasn’t helped by some technical issues with the roll out. That said, it sounds like Twitter plans to build out more functionality in the coming months. So don’t write it off just yet!

Related News

This month, we’ve also got you covered on these important social media news items:

Blog

Social media looks back at 2020

You can now send Snaps directly to Twitter

New admin roles coming to LinkedIn Pages

Twitter's Fleets, One Month In

Snapchat "Spotlight" will pay the best TikTok-style meme creators

Here are a few more shareworthy items we’ve been reading…

Channel Updates & News:

• Instagram Tests Sharing Reels to Facebook's News Feed (SocialMediaToday)

• A 'community feed' is coming to Google Maps (Search Engine Land)

• How to print free Facebook Business posters (Facebook Help)

• Making it Easier to Shop on WhatsApp with Carts (Whatsapp Blog)

• Twitter Halts Test of Threaded Replies, Shuts Down Experimental twttr App (SocialMediaToday)

• Pinterest launches new board features focused on wellness pinning (Pinterest news)

• Help Your Neighborhood Shine with Nextdoor’s Cheer Map (Nextdoor blog)

• A new look and feel: introducing Foursquare Everywhere (Foursquare blog)

• Frequency Caps: Updates on how to make the most of your Twitter Ads (Twitter Blog)

Stories & Analysis

• How one teen got 98 million TikTok followers (The Atlantic)

• How social media algorithms "Optimize for Engagement” (Sparktoro blog)

• TikTok's new generation of millionaires: 'I did it 100% on my own' (Yahoo Finance)

• Q&A: What's next for Facebook in the antitrust case? (AP News)

• What TikTok Taught One Stand-Up Comic (NYTimes)

Looking for More Social Media Help?

The expert team at Dooley Social Studio helps brands get attention by being thoughtful about how they give it. Our goal is to make every social interaction with your company a remarkable one. Get in touch to find out how a partnership with Dooley Social Studio can grow your brand.

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