Posted by Rudy Galfi, Product Manager for AMP at Google
Minimize technical challenges and let creators focus on the storytelling
The mobile web is great for distributing and sharing content, but mastering performance can be tricky. Creating visual stories on the web with the fast and smooth performance that users have grown accustomed to in native apps can be challenging. Getting these key details right often poses prohibitively high startup costs, particularly for small publishers.
AMP stories are built on the technical infrastructure of AMP to provide a fast, beautiful experience on the mobile web. Just like any web page, a publisher hosts an AMP story HTML page on their site and can link to it from any other part of their site to drive discovery. And, as with all content in the AMP ecosystem, discovery platforms can employ techniques like pre-renderable pages, optimized video loading and caching to optimize delivery to the end user.
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.
Yet, the design gives great editorial freedom to content creators to tell stories true to their brand. Publishers involved in the early development of the AMP stories format — CNN, Conde Nast, Hearst, Mashable, Meredith, Mic, Vox Media, and The Washington Post — have brought together their reporters, illustrators, designers, producers, and video editors to creatively use this format and experiment with novel ways to tell immersive stories for a diverse set of content categories.