Twitter Fleets and Why They Failed!

Twitter Fleets

You may have noticed Twitter Fleets tiptoeing off quietly into the dead of the night early this month….or perhaps, you didn’t.

Twitter introduced its Fleet function, designed to be a version of Stories (content which disappears after 24 hours), back in November 2020. There was much fanfare to its launch and Twitter heavily pushed the feature over the following months.

Unfortunately, much like Sisyphus, the legendary King of Corinth, Twitters heroic pushing of Fleets, ultimately lead nowhere…

The platform quietly shelved the feature on 3rd August due to the lack of uptake in user activity.

The lesson we can learn from this is that it’s often best not to blindly jump on the bandwagon when it comes to communicating with our customers online. Sometimes it’s easy to give into the temptation of ‘keeping up with the Joneses’, or trying to change who we are to appeal to those who ultimately may not be our target audience.

So, before deciding where and how to promote your business online – ask yourself the following:

  1. Who are my target audience?
  2. Where do they hang out online?
  3. What type of content do they engage most with?
  4. Is my online profile/content a good reflection of the image I want to promote?

And finally, don’t try to be something you’re not…not everyone was made to be a TikTok sensation!

Karen Twomey works as a freelance Digital Marketing Consultant helping businesses to put together targeted and effective marketing strategies, as well as offering one-to-one and group training sessions in all things digital marketing. For more information see or email
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