Today, Google announced the launch of AMP Stories, which provides content publishers with a mobile-focused format for delivering news and information as visually rich, tap-through stories. The new format is strikingly similar to Snapchat Stories, which, since its launch in 2013, has been cloned by Instagram, Facebook, Patreon, Whatsapp, and YouTube.
However, unlike the products from the companies mentioned above, Google’s AMP Stories can only be created by publishers, which puts it in the same playing field as Snapchat Discover, a section on the Snap platform dedicated to publisher content. For Snap Inc, Google’s new push into this landscape could spell trouble for the company, which has taken large strides to become a destination for publishers who want to reach a younger, mobile-first audience.
Publishers that have been working with Google on developing AMP Stories include Time Warner’s CNN, Condé Nast, Hearst, Mashable, Meredith, Mic, Vox Media, and the Washington Post.
Users can find the stories by searching for one of the participating publishers on Google or following a link on a mobile browser to a test version of the stories.
As of now, AMP Stories does not allow advertising to be incorporated. While Google is in the process of building support for ads, the company didn’t disclose a time frame. This lack of monetization on AMP stories could hurt its early adoption among publishers.