AMP Stories: Google is taking another step towards mobile users

Google has announced the launch of AMP Stories. A new, interactive content feature for mobile: “Stories” a visual storytelling format for the open web. Available since February 2018, Accelerated Mobile Pages (AMP) Stories is the latest innovation in Google’s push towards creating a richer mobile experience.  

Google is taking another step towards mobile users with a new storytelling content format, AMP Stories. The feature is designed to offer a more immersive and engaging navigation for users. This format will also be available via desktop version.

AMP Stories: a visual storytelling format

According to Google, AMP Stories immerses readers in tappable, full-screen content. Building on the possibilities of the AMP project, AMP technology enables the creation of visual content that is fast, open, and user-first.

Here are some ways you can use AMP Stories:


AMP Stories is a result of a “story” format popularized by Snapchat, then by Instagram, where video, GIFS and picture animations prevail.

AMP Stories support rich visuals with native video and image performance.

AMP stories

AMP Stories enrich storytelling with “tappable” animations.

AMP stories


AMP works for both mobile and desktop devices.

Who is ‘AMP Stories’ for?

As stated by Google, AMP technology offers a way for brands to give users a faster experience everywhere: on ads, landing pages or your entire website. AMP Stories is a way to give your content marketing a new face. The AMP format for Accelerated Mobile Pages allows content publishers (media, brands, blogs, companies …) to provide web content adapted to mobile browsing.

This technology relies on a lighter page format that is faster to load for mobile users with lower throughput and on a smaller screen. Sites compatible with Accelerated Mobile Pages (AMP) are more likely to be ranked first in Google results for mobile devices, smartphones and tablets.

Pros of AMP Stories:

  • A new interface and a new way to consume brand and media content.
  • A Story format, already popularized on Snapchat and Instagram.
  • A smooth and enjoyable user experience (UX).

Some media outlets already offer this format for handpicked content. Of course, CNN is always looking for new points of contact. There is also Vox Media (The Verge, SB Nation, Vox, etc.), Mic, Mashable and Wired. If you want to see the rendering of these pages, just go to and then type CNN in the search. The carousel of AMP Stories appears just above the one dedicated to AMP articles.

Good examples of AMP Stories used by publishers




Have you tried AMP Stories? We’d love to hear your feedback in the comments.

Read also: 5 digital marketing trends you need to know in 2018

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