Twitter to Test Advertisements on Fleets to Catch Up to Snap, Facebook

 Twitter said Tuesday it will begin testing advertisements on its disappearing posts feature called Fleets, as it works to offer more options for advertisers.

The social media company previously said it set a goal of doubling its annual revenue by 2023 from last year's levels, which it plans to achieve in part by selling advertisements on more parts of its site and mobile app.

Fleet advertisements will be the first on Twitter that appear full screen on phones, the company said. Advertisers generally like full-screen advertisements because they capture the user's attention.

The new offering is part of Twitter's aim to catch up to larger social media platforms like Facebook and Snap, which have long offered a "Stories" posts feature that disappears after 24 hours and is monetised with advertisements.

Brands that create Fleet advertisements can also use a feature that would direct a user to the company's website or other Web destination if they swipe up on the advertisement.

© Thomson Reuters 2021