Saturday, 23 June, 2018

Instagram-Like Stories Coming to Google

Bringing the power of AMP to Gmail - The Keyword Google brings AMP Stories to Google Search to deliver visually rich content
Eleanor Moreno | 14 February, 2018, 19:27

At its AMP Conf in Amsterdam, the company today announced the launch of the AMP story format. "This new spec will be a powerful way for developers to create more engaging, interactive, and actionable email experiences".

The solution is created to bring stories to life in a visual way to help publishers get their readers' attention on mobile devices, where users typically browse lots of articles, but engage with few in-depth.

As of now, AMP Stories does not allow advertising to be incorporated.

Breaking with previous guidance, Google does not intend for this type of AMP content to match your non-mobile content.

AMP Stories, introduced by Google on Tuesday in a developer preview mode, demonstrates the need to bring a creative twist to search - specifically on mobile. The adoption of AMP Stories will, however, be a whole lot smaller than the regular AMP pages, and only major publications will be able to dedicate all the resources required to publish these visual stories in Search. AMP Stories changes everything!


But the real hope is that the new format will drive additional traffic to publisher sites. From there, you can choose from one of the following publications now already working with Google on the project: CNN, Mic, SBNation, The Washington Post, Cosmopolitan, Wired, People, or Mashable. Considering the users Google's search engine sustains, it's possible AMP Stories might just take off. Furthermore, in typical Google fashion, this technology is completely open-source so it's likely that we'll see further AMP improvements added in by other developers over time.

"AMP stories provide a mobile-first experience for storytelling that digital news publishers can publish on their own sites and can easily distribute across the open web", said Rudy Galfi, Product Manager for AMP at Google. It will be interesting to see how this new format and content performs against the "Top Stories" content - across all metrics of engagement.

AMP stories are available for everyone to try on their websites from today.

"AMP keeps users within Google's domain and diverts traffic away from other websites for the benefit of Google".

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