Business networking platform LinkedIn has announced that come the end of the month, it will be ditching its Stories feature.
LinkedIn’s Stories were introduced as a way for people to post informal videos that wouldn’t be permanently attached to their profiles, according to the networking platform. It was a move that followed the success of Facebook and Instagram Stories, which themselves were introduced on the back of Snapchat’s popularity.
However, as it happens, the aspect of Stories that LinkedIn users didn’t like was the very same aspect LinkedIn thought would appeal to them – the fact that Stories were temporary. When announcing the removal of the feature, the networking platform said:
“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. Turns out, you want to create lasting videos that tell your professional story in a more personal way and that showcase both your personality and expertise.”
Rather than just making users’ Stories permanent, however, LinkedIn has decided to remove the feature entirely as of September 30. For any advertisers that used Stories to run ads, these will be shown in the main feed instead.
According to Search Engine Journal, LinkedIn has now set its sights on developing a new video-based experience for its users, combining the creative tools available in Stories – such as stickers and prompts, which were a hit – with mixed media tools, while providing more editing capabilities that can better complement a user’s professional identity.
Like a story itself, LinkedIn Stories have been a short-lived feature, having only been launched back in February. This echoes Twitter’s story offering, Fleets, which also had an appropriately fleeting presence and lasted just nine months.
Social media sees many features come and go, and while businesses should strive to maintain a strong social media presence and jump on board with any popular features to reach target customers, they shouldn’t neglect time-tested tools like a website either. For help with a diverse online marketing strategy, speak to our Engage Web team today.
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