Google announced its AMP (Accelerated Mobile Pages) project back in 2015 to improve the browsing on mobile devices. Now, the company is taking the technology one step further with the launch of AMP story format. In order to upgrade the basic content articles, the company introduces story feature for its mobile search results. The AMP stories are quite similar to Snapchat and Instagram stories that appear for a while to the users.
The tech giant announced its new format at its AMP conference held in Amsterdam on Tuesday. Initially, to test its latest integration, Google has partnered with some content publishers including, CNN, Mashable, Meredith, Mic, Vox Media, The Washington Post, & Hearts and Conde Nast. All these publishers have already started using the AMP stories for their news using creative ideas.
AMP was introduced by Google to speed up the loading of content-heavy articles on mobile phones and rendering articles from news websites, recipes, and other publishers. However, the tech giant believes that there is still scope to make the results better for the users. Rudy Galfi, Google AMP Product Manager said that AMP Story "provides content publishers with a mobile-focused format for delivering news and information,". He added, “ On mobile devices, users browse lots of articles, but engage with few in-depth. Images, videos and graphics help publishers to get their readers' attention as quickly as possible and keep them engaged through immersive and easily consumable visual information.”
With the help of stories in mobile search, Google aims to push more alluring and attention-grabbing visuals to mobile search results. The new format will enable the publishers to build videos, images and animations integrated stories for the viewers. In short, you will be getting visually enriched search results on your mobile. If you are familiar with the stories over Instagram, the AMP stories will be nothing new for you. You will see horizontal lines on the top of the screen denoting how many stories are there. By tapping the left side of the screen you can go back and right tap will present you the next story.
Similar to its source, the AMP story is also open-source and free, so these can be embedded in websites or apps by anyone. Google has also prepared tutorial and information materials that will help the interested ones in building the AMP stories for their websites. However, Google didn't mention how it will manage these stories and will allow the publisher to get themselves eligible for the upgrade. Meanwhile, you can check out the AMP stories shared by the above-mentioned publishers with Google. Just hit this link using your mobile and search any of the publishers to watch their AMP stories.