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It wasn't that long ago that every app installed on your phone introduced unique spins on timed content. Spurred by the success of Snapchat Stories and Instagram Stories, everyone from Spotify to Pinterest to Venmo decided posting videos and photos with an included expiration date was the way of the future. Twitter brought its own take on the concept to its app last year, but like the content itself, it's time for Fleets to expire.
The best way to show you're worried about a competitor is to copy their product and attempt to do it better than the original. Facebook is obviously worried about Snapchat, because it's created not one, not two, but three Snapchat clones over the past few years. Now it's got another one, Flash, aimed at emerging markets.