Are brands ready to make the most of Twitter fleets?

Brands
Jun 12, 2020 /
Anjali Thakur

Are brands ready to make the most of Twitter fleets?

The platform is now more inviting to influencers.

Tinder

MUMBAI: Recently, micro-blogging site Twitter joined the likes of Instagram, Snapchat and Facebook by launching fleets, stories which will disappear in 24 hours. The purpose is to encourage timid Twitter users to post their drafted thoughts without the social pressure of public likes and replies.

The stories function is a popular feature on other platforms, especially Instagram, where brands and users have used it to craft different interactions than just a picture one can like. On the arrival of fleets in India, many social media users took at dig at Twitter for recycling features but experts are of the opinion that fleet is here to stay and it opens a new door for content creators and brands to engage with their audiences.

AdLift co-founder and CEO Prashant Puri says, “Just like Instagram stories have been usefully leveraged by brands and influencers (over 500 million Instagram accounts use stories) – we see that fleets would also be leveraged by both brands and content creators. Short video (three to six seconds), text content, offers and sales (by brands), breaking news by content creators are some of the content that will be shared.”

According to GenY Medium VP strategy Niki Singh, fleets look like a great opportunity to share more authentic, real and behind the scenes content with the audience hence, making the brand more relatable. It gives the brand a more human touch, thus making the viewer feel ‘this brand is for me.’ Disappearing story format is a great way to build urgency for time-bound offers. Think coupons, flash sales, giveaways, announcements or information that is relevant only for that day, Singh states.

BC Web Wise creative director Yorick Pinto believes that the disappearing stories format is here to stay. However, he says that it’s too early for brands to use this opportunity as they are still getting used to Instagram stories even as Facebook stories hasn’t been leveraged much. Some of the names that come to his mind are magazines and other content portals that can make use of fleets.

He adds that fleets will be another way for Twitterati to express themselves, especially if it's a more fleeting story like a picture of them enjoying a coffee during the rains. This is to be noted since Twitter has been viewed as a more serious platform compared to its peers.

“I can expect to see a lot of fleets on monsoons, memes, gifs, etc., anything that's in the fun space and is topical, as opposed to tweets that would remain on their timeline. I'm also guessing that there could be a behavioural change in the way Twitterati use the platform,” he says.

Adding to this, Pulpkey founder Amit Mondal says that influencers, who predominantly have their primary channel on other social networks, now have a way to be more active on Twitter. A fashion influencer can share his or her visual lookbook, a food influencer can share recorded recipes, etc. It opens a new door for Twitter to onboard newer influencers. Influencers always had a mindset that Twitter was serious copywriting, breaking news-heavy, so getting a casual feature like fleets will make them share their daily life updates, behind the scene etc more comfortably.

So, will fleets surpass Instagram or Snapchat in terms of popularity? “Each platform has its own unique features and influencers. So, I might follow a journalist or a business leader on Twitter, whereas I'm more likely to follow a musician or a sportsperson on Instagram, and the ones I follow on TikTok would be a completely different set. So, comparing fleets to stories on the platforms is not an apple to apple comparison. Only time will tell as to how popular will fleets become,” Pinto responds.

While perishable content has proven to work well for all major social platforms including Snapchat, Facebook, Instagram and LinkedIn, Twitter is a fairly busy platform.

According to growth marketer Rohan Chaubey, the lifespan of a tweet is between 15 to 20 minutes, so Twitter's fleet gives content creators and brands an opportunity to enjoy extended lifespan and visibility for their content.

“Fleets will help brands and creators have more direct and personal conversations as their fans and followers will be able to reply or react to the fleets. Creators can share more personal thoughts and brands can leverage perishable content by sharing glimpses from behind-the-scenes. Fleets will be suitable for live reporting on any news or events. They can post a series of fleets sharing live updates,” he says.

Since its launch two days ago, celebrities and brands alike have made a smashing debut on fleets. The announcement received a resounding response and instantly piqued the curiosity of Twitter enthusiasts, including Amitabh Bachchan, who expressed his desire to learn more about fleets in a good old tweet.

Brands like Netflix, Zomato, Amazon Prime Video and Tinder made the most of fleets too.

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