Google is set to offer media companies the facility to publish stories similar to those found on Snapchat's "Discover" platform.
The service is created around Goggle's faster-loading AMP mobile webpages hence the name: STories + AMP = Stamp, reports Engadget. It does however make flawless sense for Google to leverage its AMP platform and vast view of the news via its crawlers to ingest into its own new system with associated social sharing features. Facebook already poses a threat to the app with its Instagram Stories, which recently surpassed Snapchat in terms of active users and average time spent.
Stamp, a portmanteau of "Stories" and AMP, will see publishers create visually-oriented content through a series of "swipeable' slides including text, photos and video - according to the Wall Street Journal. Stamp stories would be available broadly on the mobile web, and surfaced directly in Google search results, which could help considerably in terms of increasing their appeal vs. platform-specific products like Discover that require a user to already be within a specific app", says TechCrunch.
Google is still making discussions with media partners about a Stamp which includes CNN, Vox Media, Time Inc., the Washington Post, and Mic.
A Google spokesperson responded to Engadget with a statement when queried about Stamp.
That's very different from Facebook's Instant Articles, which is served on a different channel from the News Feed. It is coming to live on next week by publishers own site.
However, Google is trying to make people use its search engine more, and by doing that is letting its users rely less on other social media networks where information is also available. Possibly. But it's far too early to discount Snapchat's power to reach millennials - something that neither Facebook nor Alphabet have been able to do in a meaningful way.