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’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.

Twitter will wait and see how users “adopt and embrace” Fleets before monetizing it. Entrepreneurial brands like Arby’s and Jeep have already played organically with the format made famous by every other platform. 




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