Google unveils Snapchat-style format for its AMP stories

AMP for Email

Google introduces Accelerated Mobile Pages for Email to make Gmail more engaging interactive and

AMP stands for Accelerated Mobile Pages, and it was started as an open source publishing project to speed up mobile webpages.

AMP for Gmail looks to be a very similar feature, but specifically for emails.

The Gmail version of AMP Stories is now unavailable for testing, as Google's limiting all access to developers who apply on behalf of their company and have a legal contact who can sign a non-disclosure agreement. Google says that AMP typically loads from Google Search in less than one second.

Rudy Galfi, Product Manager for AMP at Google said in a blog post that "creating visual stories on the web with the fast and smooth performance that users have grown accustomed to in native apps can be challenging".

Google is working on a developer preview of AMP stories- a search format that will show full-screen images, slide shows and more dynamic pictures in the search result.

Mattis: North Korea can not drive wedge between the United States and South Korea
North and South Korea are technically still at war after their 1950-53 conflict ended in a truce rather than a peace treaty. It is rare for Japan's prime minister to communicate with a high-ranking official from North Korea's Workers' Party.

Indeed, the first thing publishers will likely notice, though, is that there's no tooling yet for building AMP stories.

"Google AMP can support the content-raiding approach that most mobile consumers have, because it greatly reduces the load time of the content, which is where most consumers abandon the opportunity to view it", he told TechNewsWorld. Stories, a format pioneered by Snapchat, has literally been cloned by the who's who of social media - Instagram, Facebook, WhatsApp. More info is available at Google's website. This AMP Project allows publishers and content creators to come up with a format focused on mobile.

Like AMP pages, AMP Stories will not be easy as you will have to build Stores from scratch to keep it interesting. "The format comes with preset but flexible layout templates, standardised UI controls, and components for sharing and adding follow-on content", it said. To give AMP Stories a try, head over to and search for a content provider from the above list to take a peek at what it will look like.

It's a big day here at Mashable: We're thrilled to announce a new partnership with Google that will bring our immersive vertical video storytelling to a new audience via search.

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