Tech Brief: Google AMP Stories Are Here

The Story format popularised by Snapchat is here to stay. After Facebook went after the ephemeral messaging app, replicating its most popular feature across Instagram, WhatsApp and its flagship app, it's now the turn of search giant Google to rally behind, offering its own take of Story via AMP Project, "an open source initiative that makes it easy for publishers to create mobile-friendly content once and have it load instantly everywhere," in what's the latest to join the company's growing arsenal of tools (including AMP for Gmail) to combat steady evolution of content on mobile devices, retain users within its ecosystem (i.e. search) and hit Facebook where it hurts. Want to see it in action? You can access a test story which I created right here.