Alphabet Inc. (GOOG  ) (GOOGL  ) Google has decided to discontinue its experimental social media platform, Keen.

What Happened: Google launched Keen in 2020 as part of its idea incubator, Area 120. The platform, accessible via, utilized machine learning to offer users recommendations and search results related to virtual idea boards, or "Keens."

These boards enabled users to gather and share content such as links, images, videos, and notes around shared themes.

Despite its novel approach, Keen has not received significant updates since December 2021. The decision to discontinue Keen aligns with a series of other project terminations and layoffs within Area 120 during 2023.

Google has advised Keen users to download their data before the platform's closure on March 24. After this, all user data, including posts, likes, and comments, will be permanently deleted.

Google stated that Keen provided valuable insights into content recommendation systems, linking recommendations to real-world interests. The company has not indicated whether more Area 120 projects will face similar shutdowns in 2024.

Why It Matters: This move follows a Google project closure pattern. In December, Google announced the retirement of Google Play Movies & TV, directing users towards alternative platforms for digital entertainment.

Earlier in September, the company shut down Google Podcasts, redirecting users to YouTube Music instead.

Furthermore, in January, Google reportedly laid off over 1,000 staff members, marking the largest layoff since January 2023. The layoffs extended to non-hardware teams like Assistant and core engineering departments.

Price Action: Google stock closed at $143.77 on Thursday, down 0.39%, according to Benzinga Pro.