LinkedIn on Tuesday told advertisers it plans to shutter Stories, which the company introduced last year as a way to share quick video updates. The feature will end its run at the end of September.

The idea is to create a story in a “more personal way” that showcases the person’s personality and expertise,” Liz Li, senior director of product at LinkedIn, wrote in a blog post.

Moumita Das Roy, marketing and brand manager at Compass Communications, Auckland, New Zealand, called the move “interesting.”

She started creating videos recently, once a week on Sundays, using Stories as a “frequency builder” and to redirect audiences to a post. She used it to share stories of multiculturalism and keep the curious culture conversations going.

LinkedIn will remove the current Stories experience beginning September 30, 2021. Marketers that have any image or video ads scheduled to run between Stories will instead be shared to the LinkedIn feed. If someone promoted or sponsored a Story directly from your Page in Campaign Manager, these paid Stories will not appear in the LinkedIn feed, and they will need to be recreated in Campaign Manager as an image or video ad.

LinkedIn now will focus on how it can provide users with a short-form, rich interactive video format unique to its platform — one that better helps to reach and engage audiences on LinkedIn, according to the company.

Nancy Myrland, a LinkedIn coach for lawyers, wrote in a comment that “Stories, as they were, never quite fit into LinkedIn.” She said had the features been more creative, the editing tools easier and stronger, and had links been allowed on personal profiles for those of us who work in the same company, they might have been noticed more often.

LinkedIn is not the only company. Twitter abandoned its Fleets video format in July after it failed to gain traction.