Google Takes AMP with the "Stories" Format

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The Stories format is one that's picked up a lot of steam over the past couple years, and it'll be immensely interesting to see how people take to them showing up in their online searches.

Google is bringing AMPs (Accelerated Mobile Pages) to Gmail to make emails more interactive.

Speaking to Tech Crunch Google's product manager for the AMP project Rudy Galfi explained: "It's a mobile-focused format for creating visually rich stories". Google has now added Stories on mobile search results.

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Further, AMP for email will provide real-time info for flights, events, news, purchases, and more inside emails, alongside ability for recipients to browse and interact with up to date content.

Unveiled today, Google said its new AMP story format was developed with the help of publishing partners such as CNN, Mashable, Vox Post, and The Washington Post. And AMP Stories seems like yet another shot at it.

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. "Creating visual stories on the web with the fast and smooth performance have users have grown accustomed to in native apps can be challenging".

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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. Stories, a format pioneered by Snapchat, has literally been cloned by the who's who of social media - Instagram, Facebook, WhatsApp.

AMP Stories builds on the existing AMP code. Content as AMP stories from these sites are already available online.

The launch comes on the same day as Google unveiled the AMP story format, which brings a Snapchat-like interactive format to the mobile web and features slides, graphics, videos, and more. Google says that AMP typically loads from Google Search in less than one second. Starting today, it will test a Stories format in Google Search.

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