LinkedIn Scraps Stories Feature - Focus Shifts to Short-Form Video

LinkedIn Discontinues Stories, Shifts Focus to Short-Form Video

Both LinkedIn and Twitter experimented with ephemeral story formats, though neither proved to be a long-term success. LinkedIn has announced the discontinuation of its Stories feature, effective September 30th, and a subsequent refocus on integrating short-form video content directly into the platform.

Notification to Advertisers

Advertisers who have invested in campaigns designed for LinkedIn Stories have been proactively informed of this change. Ads previously slated to appear within Stories will now be displayed on the standard LinkedIn feed. However, users who directly promoted or sponsored Stories from their pages will be required to recreate their content.

A Brief History of LinkedIn Stories

LinkedIn initially launched Stories in September, coinciding with Twitter’s rollout – and eventual removal – of Fleets. This introduction was part of a broader redesign encompassing both web and mobile interfaces.

The redesign also incorporated integrations with popular video conferencing tools like Zoom, BlueJeans, and Teams, aiming to facilitate connectivity for professionals working remotely. Despite these efforts, LinkedIn determined that the Stories format did not resonate effectively with its user base.

Understanding User Preferences

According to Liz Li, LinkedIn’s Senior Director of Product, the initial assumption was that users would be hesitant to share informal video content directly on their professional profiles. It was also believed that the temporary nature of Stories would lower the perceived barriers to posting.

However, LinkedIn discovered that users actually prefer creating more enduring videos that contribute to their professional narrative. These videos should effectively demonstrate both individual personality and specialized expertise.

Demand for Enhanced Creative Tools

Li further explained that users are seeking “more creative tools to make engaging videos.” While the existing Stories feature offered stickers and prompts, the demand for more robust creative functionality was evident.

The Rise of Short-Form Video and LinkedIn’s Strategy

Should LinkedIn successfully implement its new short-form video feature, it will join the ranks of platforms like Snapchat and Instagram, which have already established TikTok-inspired video feeds.

Although content typically differs between LinkedIn and personal social media accounts, a growing number of TikTok creators are now sharing valuable career advice, interview strategies, and resume guidance. This trend suggests that LinkedIn’s shift towards video may be a logical and timely adaptation.

Here's a summary of key takeaways:

• LinkedIn Stories are being discontinued on September 30th.
• The platform is shifting its focus to short-form video.
• Users desire more lasting and creatively rich video content.
• Advertisers will have their campaigns transitioned to the LinkedIn feed.