Published: Wed, February 14, 2018
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Google Search gets Snapchat-like AMP Stories format

Google Search gets Snapchat-like AMP Stories format

Google is bringing its accelerated mobile pages (AMP) technology into Gmail, with the intention of making emails "more interactive and engaging".

Google has launched its AMP "Visually Rich' stories today which are similar to Snapchat's stories format".

According to Google, starting today, users can see AMP stories on Google Search. These are essentially news-related visual experiences meant to be displayed in the Google search results.

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.

The "APM for Email" is now available to developers who can access a preview for Gmail here.

However, AMP stories aren't a switch that needs to be turned on which will convert a story to an AMP story. For this, Google involved publishers like CNN, Conde Nast, Hearst, Mashable, Meredith, Mic, Vox Media, and The Washington Post to explore this new medium.


However, the integration of AMP content inside email may lead to a rise in phishing attacks.

Google has rolled out "AMP Stories" for content publishers, which allows them to use images, videos, graphics and text to throw up vertical, swipeable search results on mobile. If you use Instagram, Facebook or Snapchat, then we assume you are pretty much aware of what Stories are. "It swings the doors open to create visually interesting stories".

Even once tooling is available, though, publishers will have to create AMP stories from scratch.

Google claims the format, which it is opening up to software developers, gives "novel ways to tell immersive stories" without the "prohibitively high start-up costs, particularly for small publishers". For interested publishers, you can check out how to develop AMP Stories here.

Despite criticism, Google has announced it is pushing its AMP programme to the next level by integrating it directly into its Gmail webmail platform - and in doing so is allowing senders to automatically update messages after they've already arrived in users' inboxes. "Because AMP for Email is an open spec, we look forward to seeing how other email clients will adopt it, too", Sahney wrote, perhaps indicating that rivals such as Outlook, Yahoo!

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