Google launches AMP Stories to take on Facebook and Snapchat

14 February, 2018, 19:00 | Author: Becky Perry
  • Google says with the new AMP the users could see automatically updated flight information in a booking confirmation email

Based on a diverse architecture using Javascript, HTML and open source technologies, AMP is created to serve up mobile-optimized content (and ads) with minimal data requirements on mobile networks.

Google has launched its AMP "Visually Rich' stories today which are similar to Snapchat's stories format". "Our team can easily create lovely, media-rich stories that our users can now access quickly across the web".

AMP for Email is open-source so developers can freely play around with the capabilities and use them to their advantage.

Google has plans to expand AMP stories across search results at a later date, as well as bring the new content type to more of its products.

AMP, short for Accelerated Mobile Page, loads content extremely fast. AMP HTML is a subset of HTML for authoring content pages such as news articles in a way that guarantees certain baseline performance characteristics.

As for publishers, they need not much to worry about creating these stories unless they don't use AMP. But, AMP Stories would be meaningful, professionally developed content as opposed to Snapchat's and Instagram's user-generated content.

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According to Google, these stories may contain texts, image and even videos.

Yes, that's right. Google has introduced AMP Stories for Google Search, because Stories are all the rage right now.

All the way back in 2015, high-speed internet on the mobile platform was not an option for most users.

Indeed, the first thing publishers will likely notice, though, is that there's no tooling yet for building AMP stories.

Companies like Pinterest, Booking.com and Doodle are developing new experiences for consumers using AMP for Email, and Sahney says the company is "excited to see what others will do soon". AMP Stories are now only viewable on smartphones, but Google wants to expand them to desktops and laptops in the near future.

As far as listing on the search is considered, Google will list the stories in a different section in between normal results from the websites. AMP Stories are available from today but only on mobile browsers.

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