Google brings Snapchat Stories to the web through its AMP scheme

Google search on mobile

AMP's new story-focused format is aimed at helping publishers grab and keep readers' attention with more "immersive and easily consumable visual information", AMP product manager Rudy Galfi said in a Google Developers blog post today. Rather than the data that was most recent when the email was sent, it could be updated depending on what's current when you actually open the message. The company is introducing Snapchat-like Stories format for news within Google Search in partnership with the world's leading media publications, including CNN, Conde Nast, The Washington Post, Vox Media, and others. "Creating visual stories on the web with the fast and smooth performance have users have grown accustomed to in native apps can be challenging".

AMP for Email is now available for developers and will be supported for everyone else later this year.

The AMP open-source framework was released in 2015 and allows content publishers to come out with rich webpages that load instantly on low-bandwidth connections or devices such as smartphones or tablets.

What are your thoughts on Google's AMP stories?

Initially, Google will start indexing AMP stories in search results on a limited basis. Content published under it will be a mix of images, videos, text and can be scrolled through by tapping either the left or right side.




Users can find the stories by searching for one of the participating publishers on Google or following a link on a mobile browser to a test version of the stories.

Google launches its own "stories" format with AMP Stories on the mobile web search result.

The format comes with preset but flexible layout templates, standardised UI controls, and components for sharing and adding follow-on content. READ NEXT:Android P to have "notch" design to rival Apple's iPhone X However, Google's widely seen to be using AMP as a predatory way to lock publishers into its ecosystem.

Indeed, the first thing publishers will likely notice, though, is that there's no tooling yet for building AMP stories. Considering the users Google's search engine sustains, it's possible AMP Stories might just take off.

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