About a year and a half since its debut, LinkedIn is now scrapping its story feature. The professional networking platform announced that the feature would be gone by the end of September on Tuesday. Stories first appeared on LinkedIn in February 2020 in internal testing.

The move follows Twitter’s, which discontinued its story feature, namely Fleets, in July. The reason, partly at least being that LinkedIn users engage better with short videos that don’t disappear from their profiles 24 hours after they’re posted.

“Now, we’re taking those learnings to evolve the Stories format into a reimagined video experience across LinkedIn that’s even richer and more conversational. We want to embrace mixed media and creative tools of Stories in a consistent way across our platform while working to integrate it more tightly with your professional identity,” said Liz Li, senior director of product at LinkedIn.

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So not a happy ending after all?

As per the announcement made by the platform, its users want to create videos that’ll tell stories in a more personal way showcasing their personality and expertise.

According to Li, “in developing Stories, we assumed people wouldn’t want informal videos attached to their profile, and that ephemerality would reduce barriers that people feel about posting.”

The platform discovered that users weren’t as much into the brief video format and wanted something more permanent to showcase on their profiles.

These two shutdowns can mean a wider rollback from similar platforms that have recently implemented the story feature, as it didn’t work for them. However, don’t expect Instagram or Snapchat (the first platform to introduce the concept of stories) to drop this feature anytime soon, or at all.

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