LinkedIn has told advertisers that it will end Stories on videos on Sept. 30, 2021, after only launching the feature in June 2020.

The social media platform, which is following in Twitter's footsteps after announcing the closure of its Story feature, said that any image or video ads that were to run between Stories would instead be shared in the LinkedIn feed.

LinkedIn will also remove the current Stories experience and users will no longer be able to create Stories for Pages. The platform added that if a user has promoted or sponsored a Story directly from their Page in Campaign Manager, those paid Stories will not appear in the LinkedIn feed, and they will have to be recreated in Campaign Manager as an image or video ad.

LinkedIn's senior director of product, Liz Li, explained in a blog:

"We've learned that you want something different on LinkedIn. You want videos to be able to live on your profile, not disappear. In developing Stories, we assumed that people wouldn't want casual videos attached to their profiles, and that ephemerality would reduce the barriers people feel about posting.

"It turns out that you want to create lasting videos that tell your professional story in a more personal way and showcase both your personality and your expertise."

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Among the key learnings from its Stories project launched a year and a half ago, LinkedIn says user feedback has shown that :

• Users want their Stories content to last beyond the 24-hour window and be available on their profile.
• Users want more creative tools to make engaging videos on the platform.

As a result, LinkedIn will incorporate these elements into its next video project, which it will now develop as a replacement for the Stories product.

The removal of Stories affects two types of advertisers, brands that were planning ad campaigns with images and videos that appear between Stories, and advertisers that were planning to pay to promote their own Stories on LinkedIn users' feeds.

"As we rethink what's next, we're focused on how we can provide you with a rich, short interactive video format that is unique to our platform and better helps you reach and engage your audiences on LinkedIn," Li added. "We're always excited to try new things and learn as we go, and we'll continue to share updates along the way."