According to a new press release from the search engine giant, Google is bringing it AMP capabilities to email today through a developer preview for Gmail. Like Snapchat Stories, users can view the Stories just by swiping left/right from their mobile browser without having to install any additional apps.
Content for its "AMP stories" initially comes from outlets like CNN, The Washington Post, Conde Nast, Wired and US People magazine, and is created to load much faster on mobile devices than conventional articles and videos.
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.
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While the amp-carousel component allows displaying of multiple similar pieces of content along the horizontal axis, the amp-form extension allows the usage of forms and input fields in an AMP document.
Google has also included a bunch of customisable templates and layouts to create AMP stories easily.
The booming fast-paced image or video format, first employed by Snapchat, then by Instagram, and then finally by Facebook, allows Google to feature less text-heavy content and more image-driven articles.
"Today, we're announcing AMP for Email so that emails can be formatted and sent as AMP documents".
AMP Stories builds on the existing AMP code. (The latter is where Google makes most of its money.) Partners in AMP Stories include The Washington Post, CNN, Mic, Conde Nast, Wired, People and Mashable. "Our team can easily create lovely, media-rich stories that our users can now access quickly across the web". The idea is for this format to offer new, creative and visually rich ways of storytelling specifically designed for mobile, wrote Rudy Galfi, product manager for AMP at Google, in a blog post.