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Fleets: Twitter Launches New ‘Stories’ Feature


With the popularity and usage of Stories as a communication method and content format, it’s clear to see that the social platforms which haven’t yet adopted the feature are beginning to wonder what all the fuss is about. 

This week Twitter announced that they are testing their own version of Stories, namely “Fleets”. Fleets will allow Twitter users to post transitory content to the platform for the first time which will disappear after 24 hours and will not possess the like, reply or retweet feature unlike typical Tweets.

This is a natural product development from Twitter but we do wonder if the habit of story creation has already been set in stone on channels such as Instagram where the popularity of Stories has far outstripped the originators, Snapchat.

Twitter has been a staple of the event scene for the last 16 years, birthing hashtags and allowing people to share insights and inspiration the world over.

Until recently, Twitter has been the star of the show but anyone working in digital covering events will know that Instagram, especially Instagram stories has really been muscling in, even with older audiences – its not only for the kids!

Will this move see some of the share of voice and reporting come back to Twitter? Or will people choose only one platform to share their stories and insights on? Only time will tell.

The Evolution of Stories

Since its birth in 2012, Stories have created a captivating experience for users and have continued to evolve ever since. And no, we’re not talking about the kind you might read in a book, we’re here to talk about the immersive creative format that has taken social media platforms, such as Snapchat, Facebook, Instagram and even WhatsApp by storm in recent years. If more familiar with the former, Stories allow snapshots of a users day through photos and videos which disappear, unless saved, in 24 hours. With plenty of creative tools within the Stories format, it’s really simple for users to enhance their Story with stickers, emojis and built-in camera effects and filters. 

The Power of Stories for Your Event or conference

#1: Live Video Content

Due to the short-lived nature of Stories, you can use this to your advantage in creating a larger brand narrative, all while building fear of missing out (FOMO) in your followers when it comes to your upcoming event. If your social account has 10,000 or more followers, you’ll have the sweet advantage of being able to add clickable links to your Stories, assisting you in driving traffic to your ticket page. 

The live video feature of Stories has many benefits when it comes to promoting and sharing aspects of your event. Why not try sharing short snippets of an interview to build excitement, or share exciting behind-the-scenes content to get your followers amped-up for your event? 

#2: 24-Hour Flash Sales

With Stories vanishing after 24 hours, this is the perfect outlet for announcing and promoting flash sales. The brevity of the offer is enough to get your followers feeling maximum levels of FOMO!

#3: Q&A Sessions

When organising an event, it’s inevitable that the people who are interested in attending are going to have really similar questions, and you find yourself answering the same few over, and over, and over again. If this is the case, Stories are a really great format for you to hold a question & answer session through gathering the most frequently asked questions and answering them in either picture, or video format – whichever is easiest for you! 

Top Tip: It’s useful to remember that you can create “Highlights” on your social profile on some platforms that offer the Stories feature, like Instagram. Compile all of your answers via Stories into a Highlight that won’t disappear and your followers can access easily. 


LinkedIn TO Follow Suit, Stories coming soon

Twitter aren’t the only ones that are slightly late to the game, with LinkedIn also testing the Stories feature. Senior Director of Product Management at LinkedIn, Pete Davies, said that the Stories format is great for sharing moments from professional events, and with an entire generation growing up with Stories, it means that people are becoming more accustomed to engaging with a full-screen, short-lived format than feed updates. 

It’s really great to see these platforms moving with the times, while listening and responding to user preferences. We applaud and support the moves of any social platform choosing to adopt the Stories feature, with it posing a huge opportunity for brands to humanise themselves, show authenticity and share real-life content that lives as a moment.