The shutdown comes just eight months after
the social media platform rolled out Fleets to all its users globally, and just
one month after it began testing advertising within the feature.
In a blog posted this morning by Ilya
Brown, Twitter's Head of Product, the company said it had not seen an increase
in the number of new users posting Fleets as it had hoped.
"Using our learnings from Fleets,
we’ll focus on creating other ways for people to join the conversation and talk
about what’s happening in their world," Mr Brown wrote.
"We’re evolving what Twitter is, and
trying bigger, bolder things to serve the public conversation. A number of
these updates, like Fleets, are speculative and won’t work out.
"We'll be rigorous, evaluate what
works, and know when to move on and focus elsewhere. If we're not evolving our
approach and winding down features every once in a while – we're not taking big
enough chances."
Fleets - a take on the term fleeting
moments - were designed to help users feel more comfortable participating on
the platform in a "lower pressure way" without the need to worry
about retweets and likes, the organisation said when they launched the feature
last November.
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