Google takes on Snapchat with its own 'Stories' format

Google search on mobile

Google search on mobile

Navigating AMP Stories is pretty similar to how users navigate Instagram Stories or Snapchat Stories. 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.

At the moment, the AMP email software has been designed specifically for companies that use email marketing to reach out to customers, but the capabilities are expected to be expanded in the coming months.

Google envisions developers using AMP in Gmail will embed widgets that constantly update, allowing users to interact with content without leaving their inbox.

Google said it eventually plans to bring "AMP stories to more products across Google, and expand the ways they appear in Google Search".

The tool builds on Google's Accelerated Mobile Pages project, which was created to speed-up mobile pages, and looks similar to the popular "Stories" formats used by Snapchat and Instagram. Google has setup a tutorial as well as a documentation to help developers get started in making their own AMP Stories.

AMP Stories is now live on Google Search.

TrendForce reveals who is winning the smart speaker race
But if you want a useful smart assistant as well as the freedom to use whatever service you want, it's best to walk on by. From the look of it, Apple sees HomePod mainly as a way to extend the reach of its Apple Music service, not Siri.

To find AMP Stories, you're going to have to first head to g.co/ampstories using the Chrome application on your mobile device. It's another way to consume content and catch up on the latest news from publishers right on your smartphone.

According to Google, these stories may contain texts, image and even videos. Considering the users Google's search engine sustains, it's possible AMP Stories might just take off. Like any web page, publishers can host an AMP story HTML page on their site and link to it from any other part of the site to drive discovery.

While I'm not sure if publishers will fully embrace this format, I have to admit that the existing AMP stories I looked at made for a nice diversion.

For now, Google's AMP stories will be showing up for users on mobile platforms.

It is seen through these posts how the articles are mostly led by images and videos, and one can easily swipe from one article to another.

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