Google building a new visual publishing format similar to Snapchat

The new format will be built on its AMP mobile optimization technology and is said to be similar to rival Snapchat’s Discover feature

by exchange4media Staff
Published - Aug 8, 2017 7:34 AM Updated: Aug 8, 2017 7:34 AM

If imitation is the best form of flattery, Snapchat might be really pleased with Google right now. After ‘copying’ Snapchat’s Stories feature, Google is now building a new visual publishing format, based on its AMP mobile optimization technology, which will be very similar to Snapchat’s Discover feature, the Wall Street Journal has reported. 


According to the report, which cites anonymous sources, the new format could be launched as early as this week and will be called Stamp; a portmanteau of Story and AMP. The WSJ report says that Google is talking with publishers like Vox, CNN, The Washington Post, etc. to come on board the new program. On the other hand, Snapchat’s Discovery counts the likes of National Geographic, Yahoo News, Comedy Central, CNN, ESPN, Vice Media, among others as its media partners.


The report said that Stamp stories will work as a slideshow including text, video and images and will surface directly in mobile search results and Google products, much as AMP does right now, or they would reside directly in publisher sites. 


Google AMP was launched last year with a view to reduce load times of news articles while helping publishers increase discoverability of posts.


Facebook has a similar product called Instant Articles, which it has been aggressively pushing, going as far as to promise publishers help in monetization while allowing them to keep majority of ad revenues from the Instant Articles platform. However, response to Instant Articles has been mixed over the months, with a number of large publishers either opting out of the platform or reducing their usage of it.


Meanwhile, Snapchat has been increasing in popularity with users and marketers as it continues to grow market share. In April, it launched its own self-serve ad platform and media reports suggest that the company is now in the process of upgrading the platform with more tools for brands.


Snapchat saw 166 million Daily Active Users (DAU) in Q1 2017, an increase of 5 per cent over last quarter. According to estimates, Twitter’s latest DAU stands at 157 million, up 12 per cent YoY. Facebook reported 1.32 billion DAU for June 2017, while Instagram, which Facebook owns, reported 250 million DAU for the same month.

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