Twitter stated on Wednesday it should shut down its ephemeral posts function known as Fleets on August 3 after the product failed to achieve traction with customers.

The shutdown comes simply eight months after the social media platform rolled out Fleets to all its customers globally, and only one month after it started testing promoting throughout the function.

In a blog post on Wednesday, Twitter stated it had not seen a rise within the variety of new customers posting Fleets because it had hoped.

“Using our learnings from Fleets, we’ll focus on creating other ways for people to join the conversation and talk about what’s happening in their world,” Twitter’s Head of Product, Brand & Video Ads, Ilya Brown wrote within the weblog put up. The firm additionally tweeted that it’s “working on some new stuff.”

Twitter seen that Fleets are principally utilized by customers who’re “already Tweeting to amplify their own Tweets and talk directly with others.” Brown stated that the corporate will discover extra methods to “address what holds people back from participating on Twitter.”

The firm additionally seen that the majority of Fleets comprised media equivalent to photographs and movies. “Soon, we’ll test updates to the Tweet composer and camera to incorporate features from the Fleets composer — like the full-screen camera, text formatting options, and GIF stickers,” Brown stated.

Spaces will proceed to point out up on the high of the timeline, Brown added. Back in June, Twitter started testing commercial on Fleets. Brown stated that the corporate is taking a detailed have a look at learnings to “assess how these ads perform on Twitter.”

“We’re evolving what Twitter is, and trying bigger, bolder things to serve the public conversation. A number of these updates, like Fleets, are speculative and won’t work out. We’ll be rigorous, evaluate what works, and know when to move on and focus elsewhere,” Brown stated.