February 17, 2018

Google's 'me-too' move into story territory

14 February 2018, 07:01 | Ruben Fields

Google brings AMP Stories to Google Search to deliver visually rich content

Bringing the power of AMP to Gmail - The Keyword

The idea to bake AMP straight into Gmail comes only hours after Google its new AMP story format - which aims to empower creators to build image, video, and animation intensive experiences for mobile - at AMP Conf in Amsterdam earlier today. User interaction will be conducted through taps, which would take you from one portion of the story to the next - much like how you flip through Instragram Stories and Facebook Moments. 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 Google AMP Stories would also look similar to what Stories on other platforms like Instagram look. Google's AMP for Email spec is available today for developers.

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.

However, AMP stories aren't a switch that needs to be turned on which will convert a story to an AMP story.

Ever since Snapchat first introduced its Stories feature in late 2013, we've seen countless companies try and mimic the same formula with their own services.

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The concept is no different from the one that mobile messaging app, Snapchat made popular - a full screen display of a sequence of text, images, and video stitched together. The new feature is now being tested by Priceline, Pinterest and Doodle, according to the blog post. The company's signed up a couple of brand names for the initiative including Pinterest, Booking, and Doodle.

Google's emphasis on fast-loading web content is nothing new. Just like any web page, a publisher hosts an AMP story HTML page on their site and can link to it from any other part of their site to drive discovery.

"AMP Stories have extraordinary potential to enhance how we create mobile content", said Doug Parker, VP of digital design at Meredith. And it looks like more Stories clones are the way to go.

The Google AMP Stories are based on the AMP Project that we talked about at the beginning of this article.

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