What do LinkedIn and Twitter have in common? They both introduced ephemeral story features that were pretty fleeting. LinkedIn announced today that it will suspend its Stories feature on September 30 and begin working on a different way to add short-form videos to the platform.

It warned the advertisers who already bought ads that were going to run between Stories, which will now appear on the feed instead. Those who promoted or sponsored Stores directly from their page have to remake them.

In September, LinkedIn followed closely behind the debut of Twitter's Fleets to all users before it killed the feature off. That was as part of a larger web and mobile redesign, which added Zoom, BlueJeans and Teams integrations to help professionals stay connected while working from home. According to LinkedIn, though, these temporary posts didn't quite work on the platform.

Fleet your last Fleet — the Twitter feature is vanishing today

In building Stories, we assumed people wouldn't want informal videos attached to their profile, and that ephemerality would help reduce barriers that people feel about posting, wrote LinkedIn's Senior Director of Product Liz Li in a blog post today. "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.

Li also reported that users also sought "more creative tools to make engaging videos." While Stories introduced stickers and prompts, the users wanted more creative functionality.

If LinkedIn is successful with its plans to create a short-form video feature, it will join companies like Snapchat and Instagram that have built their own TikTok-like feeds. Sure, most users probably don't post the same content on LinkedIn and their personal social media accounts, but there actually are some pretty prominent TikTokers sharing career advice, interview tips, and resume guidance. So, LinkedIn's pivot to video doesn't necessarily feel weird at all.