Clients include CNN, Conde Nast, Hearst, Mashable, and Meredith
Google has officially released its iteration of Snapchat Discover, AMP Stories. The platform is an opportunity for both ordinary users and large brands alike to share interactive content on the web complete with device compatibility, faster internet performance, and better presentation.
Design options include the ability to create multi-page stories, complete with animated elements and multi-layer visual effect choices. CNN, Conde Nast, Hearst, Mashable, and Meredith are among several large profile clients to have embraced the platform. It’s part of a larger Google initiative called the AMP Project, short for Accelerated Mobile Pages, aimed at creating an open-source initiative for the worldwide web.
“The AMP story format is a recently launched addition to the AMP Project that provides content publishers with a mobile-focused format for delivering news and information as visually rich, tap-through stories,” writes product manager Rudy Galfi for the Google Developers Blog. “Some stories are best told with text while others are best expressed through images and videos.”
While impressive, AMP Stories is not the first of its kind. A similar predecessor existed in the form of Snapchat’s Discover section. Instagram and Facebook have also displayed similar forums on their websites. Interestingly, Snapchat’s response to the situation has presently been diplomatic. Vice president Nick Bell told TechCrunch that the company was “delighted” to see that an “industry is starting to form” around the interactive forum.
The overarching outlook teeters theoretically from Google essentially swallowing Snapchat’s creative assets to popularizing the platform design enough that companies could compete with one another as the forum becomes a desired norm.
AMP Stories is presently a free platform, available for all users.
At the time of publishing, we were unable to obtain a direct quote from a Google representative. We will update the article if new information is provided.
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