As Instagram Stories dominates the visual media market with 250 million daily active users compared to Snapchat’s 166 million, a new competitor decides to enter the ring: Google Stamp. The Wall Street Journal reports that Stamp could be rolled out in the search results pages as early as this week.
Google’s power move is an excellent example of how search and social continue to integrate similar features, giving users and advertisers alike additional options for social engagement. Stamp is expected to display swipeable slides of videos, photos and text—just like the forerunners of the format, Snapchat and Instagram.
The Wall Street Journal says the name “Stamp” is derived from Google’s Accelerated Mobile Pages (AMP) technology, wherein the “St” for “Stories” is the prefix. Considering that it’s included in the name, Stamp is likely to be just as fast and mobile-friendly as Google AMP’s webpages.
Although Google’s newest feature is designed to attract mobile consumers, the AMP platform still has the potential to provide similar experiences and scale just as well for desktop users. This gives Google the opportunity to expand the feature in the future. To help generate a buzz about Stamp, Google is already talking with Time, CNN, the Washington Post and Vox Media, among others.
It will be interesting to see how Stamp’s competitors are affected once it’s integrated into Google’s search results pages, especially since it won’t require the use of a specific app. With Snapchat falling behind and Instagram Stories exploding, it appears that Google wants a piece of the visual media market, as well.
After only a year of Instagram Stories, Snapchat’s growth took a nosedive from 17.2 percent per quarter to just 5 percent, while Snap’s share price has dropped from $17 IPO to $13. This is due in large part to Instagram’s ability to clone Snapchat Stories and its most popular features, including augmented reality filters and sticker packs.
As new features are added to Instagram Stories, it continues to surpass its competitor by a long shot, and there is no sign of it slowing down. The decline in Snapchat usage can be largely credited to Instagram’s ability to replicate and improve the stories format. So, if Google intends to enter the competition with as much tenacity as Instagram did while going after Snapchat, Instagram better look out.