Twitter Adds New “Fleeting Thoughts” Message Function

Social media platform Twitter has added a new feature designed to increase engagement by its 340 million or so members. Twitter’s “Fleets” function allows users to post Tweets that disappear in 24 hours. Similar to the disappearing post format used by Instagram and Snapchat, Fleets lets users share thoughts and information that they may not want to remain permanent. As noted by Twitter product designers, “we’re launching Fleets so everyone can easily join the conversation in a new way—with their fleeting thoughts.”

Fleets are essentially the same as Tweets, but without the permanence. Users can share text, respond to other Tweets and Fleets, and post photos, gifs, and videos on Fleets just like with Tweets. Other than the 24-hour lifespan, the only difference between a Tweet and Fleet is that you cannot like or retweet a Fleet.

Because Twitter users can already delete any of their tweets at any time, it remains unclear whether the new feature will prove popular. That said, the company says that tests of the feature in several countries indicated that people using Fleets engaged more often on the platform. In particular, testing suggested that Fleets spurred more engagement from new Twitter users.

Reasons Behind the New Feature Launch 

The launch of the new feature may have been spurred in part by the apparent increase in competition from other social media platforms, including newer platforms like TikTok. The company has also been struggling with declines in advertising revenues, which were down 22% year-over-year in the second quarter.

Despite the ad revenue declines, people still spend 26% more time viewing ads on Twitter than on other leading platforms. And there’s certainly no reason to think that users will be less averse to viewing ephemeral-style advertising that would be offered in Fleets.  

Twitter Exploring Another New Feature

Last month a top Twitter executive acknowledged that the company was “exploring” the feasibility of adding a “dislike” button or “downvote” capability on Tweets. The feature could prove helpful in stemming the vitriol often displayed by some users who respond to posts with negative retweets and replies. The feature could also prove helpful to those who use Twitter for social media marketing, as any dislike or downvote numbers could help them better assess how their audience perceives specific messaging and/or advertising.  

Should I Be Using Twitter for Social Media Marketing?

It remains unclear whether Twitter’s new “Fleets” feature will enhance social media marketing initiatives on the site. Absent the feature, though, Twitter still deserves consideration as a potentially powerful social media marketing venue. Not only does the platform enjoy active engagement from a massive audience, but it also claims impressive audience receptiveness to advertising. Among its claims are:

• Number one platform for discovery.
• More than 53% of users more likely to buy new products.
• Almost 40% of users more likely to post opinions about brands and products.
• More than 90% of users open to brand messaging “if done the right way.”
• 19 percentage point increase in ad recall with multiple video ad formats and five percentage point increase in brand awareness.   

Turn to Moxxi Marketing for your Social Media Marketing Needs

If you would like to learn more about using Twitter for your social media marketing efforts, Moxxi Marketing can help you understand how Twitter marketing works and help you develop targeted ads and messaging that will boost brand exposure and sales. Whatever your online marketing needs learn how Moxxi Marketing can help grow your business with a powerful online marketing presence and/or campaign, by contacting us today at 239.330.6236.