With social media becoming increasingly popular amongst both consumers and businesses, each platform is now competing for the top spot, battling to deliver the most innovative features and seamless experiences. One of the latest social media trends is ephemeral content.
Whilst this temporary form of social media content first made its mark with the introduction of Snapchat in 2011, since then, it has made its way across the networks. From the rise of Instagram and Facebook Stories to the introduction of Twitter Fleets, ephemeral content is here – and it’s here to stay.
Today we are going to explore one of the newest releases: Twitter Fleets. Launched in November 2020, Fleets are still in the very early stages, and there’s no denying that there are still some developments that need to be made, however, they should by no means be overlooked. Fleets are an innovative way to share content on Twitter, allowing brands to publish more casual and conversational posts without the worry of impacting their overarching social strategy. The beauty of Fleets is that they are only visible for a day, so brands now have an opportunity to connect with their audience with informal and authentic content that may have otherwise been overlooked. Currently, Fleets are only available on the mobile version of Twitter, but that’s not to say they won’t progress to desktop as they evolve.
Ultimately, Twitter is a platform powered by conversation. The high-paced nature of the network makes it the number one place for people to go to stay connected and voice their opinions on current events, and thanks to Twitter Fleets, this is an experience that is only getting better.
The benefits
There’s a reason so many social networks now embrace ephemeral content: it works. And here are a few of the benefits it can bring to your business:
- Drive action by creating a sense of urgency: the short-lived nature of Twitter Fleets fuels people to take action thanks to the FOMO (fear of missing out)
- Increase engagement: whether you encourage UGC (user-generated content) or use the text feature to start a conversation, Fleets can be a great way to drive engagement and get your audience more involved
- Build trust: by posting more authentic, human content, you will be allowing your audience to connect with you on a much deeper level and make your brand more relatable and trust
- Efficient: because Fleets disappear after 24 hours, the content you share doesn’t have to be as polished. It can be as simple as sharing some thoughts using the text tool or extending your reach by reposting one of your tweets
The content
When it comes to creating ephemeral content – like that shared on Instagram Stories, Snapchat and, of course, Twitter Fleets – many marketers (unsurprisingly) find it difficult to justify allocating budget and resources to the cause. If this is the case for your business, here are a few content ideas that are both effective and efficient:
- User-generated content
- Employee content
- Influencer content
- Repurposed content
- Audience engagement posts
- Tweet reposts
- Exclusive content and offers
In conclusion, whilst still relatively new, Twitter Fleets are certainly worth a shot if you are looking to engage with your audience on a more personal level and build more trust for your brand. After all, they are free, so why not give them a go?
