Tuesday, 13 February 2018

Google takes AMP beyond basic posts with its new story format.

For the most part, Google’s Accelerated Mobile Pages project was about what its name implies: accelerating mobile pages. Unsurprisingly, that mostly meant quickly loading and rendering existing articles on news sites, recipes and other relatively text-heavy content. With that part of AMP being quite successful (if not always beloved) now, Google is looking to take AMP beyond these basic stories. At its AMP Conf in Amsterdam, the company today announced the launch of the AMP story format.

The overall idea here isn’t all that different from the stories format you are probably already familiar with from the likes of Instagram and Snapchat. This new format allows publishers to build image-, video- and animation-heavy stories for mobile that you can easily swipe through. “It’s a mobile-focused format for creating visually rich stories,” as Google’s product manager for the AMP project Rudy Galfi called it when I talked to him last week. “It swings the doors open to create visually interesting stories.”



By Frederic Lardinois.
Full story at Tech Crunch.

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