Google launches its own Snapchat-like 'stories'

Bringing the power of AMP to Gmail - The Keyword

You flip through pages like a digital, interactive magazine, and every story is accessible via your web browser: no new apps or irritating updates required.

But the real hope is that the new format will drive additional traffic to publisher sites. It uses a modified form of HTML and CSS to make pages more lightweight and to help them load faster, but AMP's capabilities have since expanded beyond that.

Stories format which was one of the highlight feature of Snapchat has now been adopted by Google. "And, as with all content in the AMP ecosystem, discovery platforms can employ techniques like pre-renderable pages, optimized video loading and caching to optimize delivery to the end user".

Device size may play a role in how mobile users consume content. Mobile devices like smartphones are dominating internet usage nowadays, so it makes sense to optimize the experience in the best way possible. It was introduced with the aim of making it easier for publishers "to create mobile-friendly content once and have it load instantly everywhere". To give AMP Stories a try, head over to g.co/ampstories and search for a content provider from the above list to take a peek at what it will look like.

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Like AMP pages, AMP Stories will not be easy as you will have to build Stores from scratch to keep it interesting.

The publishers which have been working with Google in developing AMP stories for the web are; Time Warner's CNN, Hearst, Mashable, Meredith, Mic, Vox Media and Washington Post. "The mobile web is great for distributing and sharing content, but mastering performance can be tricky", said Google. "It makes sense for Google to reach out to publishers in new ways, now that everyone is looking for alternatives to Facebook". Similarly, users will be able to browse through hotel rooms, new offers and compare prices on Booking.com within an email. This will allow users to access many features within the email, so they won't have to go to the parent website, in case they need more details.

With this announcement, Google wants to bring the power of AMP to email, which it argues in the post is "one of the most popular places where people spend their time".

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