Google established its own “stories” format Tuesday to compete with Snapchat and Instagram using image-driven news articles aimed at mobile phone and tablet users.
Google Search Stories

Content for the “AMP stories” originally comes from outlets such as CNN, The Washington Post, Conde Nast, Wired and US People magazine, and is intended to load considerably quicker on mobile devices than traditional articles and videos.

“On mobile devices, users navigate a great deal of posts, but engage with few in-depth,” stated Rudy Galfi, who is heading the drive at Google.

“Images, videos and images help get viewers’ attention as rapidly as possible and keep them engaged via immersive and easily digestible visual information,” he added.

“AMP tales” articles fill the screen and are image and video led. Users can tap on the home screen to see further or just swipe into another article.

Google claims the arrangement, which it’s opening up to software developers, provides “novel ways to tell immersive stories” without the “prohibitively high startup costs, particularly for small publishers”.

It was developed with major US media outlets and can also be read on a computer, even though its promoters stated the immersive effect is much better on phones.

“AMP stories aim to create the creation of tales as easy as you can from a technical perspective,” Google said.

However, AMP Stories give “gives excellent editorial liberty to content creators,” it maintained.

Snapchat, Instagram and especially Facebook have heavily used their own stories formats for full-screen displays of articles.

Google said it plans to bring “AMP stories to products across Google, and expand the ways they appear at Google Search.”

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