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Create Visual Stories with Google's New AMP Format

The "stories" style format has captured the attention of the Web. Facebook/Instagram, Snapchat, Twitter - pretty much every major platform is adopting the approach - and now you can add one more to the list.  


Google recently announced the launch of the AMP Story Format and it has marketers and designers on the edge of their virtual seats. 

Those familiar with similar "stories" formats at platforms like Instagram and Snapchat are those that will likely be most eager to adopt the AMP-endable format from Google. Publishers are essentially able to build image, video and animation heavy stories for the mobile experience that users on mobile devices can easily swipe throgh.

Google has partnered and is launching with the usual suspects including CNN, Conde Nast, Hearst, Mashable, Meredith, Mic, Vox Media and The Washington Post. Like all of AMP, this is an open-source project (there's no tooling available either) so publishers are on their own for development.

It's actually quite simple to get started with creating an AMP story - at least for those with a basic understanding of HTML, CSS, etc. Google provides in-depth tutorials and guidance on working with the format, too, but let the following serve as a quick overview of how an AMP Story would come together. 


The basic components of an AMP story are individual pages. Those pages are composed of individual layers that contain both basic HTML and AMP elements. Here's how the code hierarchy might work for the story format:


When executed well from a design and content perspective, the "story" format in general will be appealing to users and could drive significant increases in interaction for publisehrs. Coupled with Google's support of the approach, it will make the approach that much more appealing to publishers.

Initially, however, expect adoption of the new format to be rather slow. As content management systems start to support it (either natively or through an integration), that will most certainly change. Now, whether Google continues to support the format, is another question entirely.


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