Twitter Arrives Late to the Stories Craze—But Aims to Make a Dent with Fleets

In a “crowded” space, marketers see promise if the format is more purposeful

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Twitter Fleets enter the crowded Stories format. NurPhoto/Getty Images

Twitter’s latest innovation is more imitation. Twitter Fleets, vertical content that disappears after 24 hours, is a so-late-it’s-funny take on Snapchat Stories, a format so widely copied that it dominates most of the social media landscape. Even so, buyers see promise as long as Twitter makes the format useful instead of just a simple imitation.

@ScottNover scott.nover@adweek.com Scott Nover is a platforms reporter at Adweek, covering social media companies and their influence.