If you think there were not enough manifestations of Snapchat’s Stories format, I have some news for you. Google is introducing a similar way of delivering stories to AMP, the search engine’s custom platform for rendering articles on smartphones. Through AMP Stories, publishers will let you tap through quick bits from their news stories in a carousel of slideshow content.

amp stories will bring snapchat-inspired news format to google search results - google amp stories

AMP Stories is still in a developer preview and can take months to flood your search results. To kick things off, Google has a bunch of partners including A CNN, Conde Nast, Hearst, Mashable, Meredith, Mic, Vox Media, and The Washington Post. Anyone can, however, employ them for free now. While Google isn’t yet clearly mentioning where and how these stories will surface, places like the “Top Stories” section, Google Feed seem like obvious destinations.

AMP Stories largely resemble the concept Snapchat offers with its Discover tab. Content published under it will be a mix of images, videos, text and can be scrolled through by tapping either the left or right side. For now, Google says it’s not monetizing AMP Stories but it’s very well possible once it officially rolls out for everyone. You can take a look at some of the early AMP Stories by searching for a publisher at this link on your phone. If you’re a publisher and want to add the format, follow this link.

News formats have been going through an existential crisis for the last few years as platforms continue to tussle for a new way to make them more tempting for mobile users. And AMP Stories seems like yet another shot at it. Considering the users Google’s search engine sustains, it’s possible AMP Stories might just take off.

AMP stories aim to make the production of stories as easy as possible from a technical perspective. The format comes with preset but flexible layout templates, standardized UI controls, and components for sharing and adding follow-on content.“, added Google in a blog post.

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