Google launches its own Snapchat-like 'stories'

14 February, 2018, 19:22 | Author: Jacqueline Daniels
  • Google brings AMP Stories to Google Search to deliver visually rich content

AMP Stories are now only viewable on smartphones, but Google wants to expand them to desktops and laptops in the near future. The AMP tech is traditionally used for fast-loading mobile pages; the Gmail integration is its first broader use case.

Today, Google announced a new extension to the AMP project, and any active social network user would find its approach very, very familiar.

Created to make visual storytelling easier on mobile devices, AMP stories provides publishers with templates that can be adapted according to brand and style needs, Galfi added.

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Google launched the Gmail Developer Preview of AMP for Email, enabling new levels of interaction and collaboration within emails. Google put together a tutorial and reference materials for those interested in building AMP stories. If you search for Mashable, for instance, you'll see a carousel of "visual stories from Mashable.com", including one offering tips on repurposing an old iPhone and another explaining the internet's addiction to slime. That reach gives Google an advantage over other email programs as it rolls out new features.

Developers who are interested in taking a look at AMP for Email can check out the spec on GitHub.

But the real hope is that the new format will drive additional traffic to publisher sites.

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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. "AMP for Email will also make it possible for information to easily kept up-to-date, so emails never get stale and the content is accurate when a user looks at it", Aakash Sahney, Product Manager, Gmail wrote in a blog post.

So an email from Pinterest, for example, could contain actionable content, allowing users to Pin content to their own Pinterest account without leaving Gmail. Flexible layout templates, standardized UI controls and components for sharing and adding follow-on content are available on top of the existing AMP platform. When Google enabled 'search' within Gmail, it was the biggest hint that it wanted a break away from the past.

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