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

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.