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Google Prepares to Launch Stamp as Copycat to Snapchat’s Discover

August 15th, 2017 by | No Comments

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Social media giant Facebook has had a well-deserved reputation for successfully copying features from Snapchat, and now Google seems to be adopting a similar approach with Stamp. Built to mimic Snapchat’s Discover feature, Stamp is a visual publication format that will allow news publishers to build swipeable stories with text, photos, and video, which will likely surface in Google’s search results, giving advertisers a massive leg up in terms of traffic and the ability to monetize should the feature succeed.

Stamp is Google’s first overtly Snapchat-like copycat technology and could be appealing to advertisers and ad publishers for two reasons: first, content will likely be tied to Google search and accessible via a publisher’s own digital properties; second, rumored to be built around Google’s AMP webpage technology, Stamp would ensure that the stories in whatever form they take, would load fast, be uncluttered, and feature ads that the search engine serves and controls. Google is already reported to be in talks with media companies and publications such as CNN, The Washington Post, TIME, and Vox Media.

Although it might seem to users that Google’s primary target with Stamp is the Snapchat demographic—millennials—Facebook is actually the one that poses the larger threat to the search engine’s business. Although it isn’t as successful as Google’s webpage technology, Facebook’s Instant Articles is a direct competitor to AMP, and its app-centric approach to how information, news, and entertainment are distributed across the internet poses an ongoing risk to Google’s web-based ad efforts. As more and more people use Facebook’s app and Instant Articles, the less people turn to use Google’s browser and search.

So as both companies fight to preserve their platforms as the primary tool that customers use to seek out and find information, with Facebook’s social network and Google’s search engine, it’s still unclear how the overall revenue would be split, or whether Google would allow ad publishers to repost their stories on their website or on other platforms like Facebook. This, however, signals a clear move from Google to take a more active role in attracting more users for reasons beyond typing search queries.
 
 

About the author:
Jehan S. Ismael is a full-time writer and an editor for a leading digital marketing firm. She has a love-hate relationship with food, likes listening to rock and rap music, and enjoys reading books by self-absorbed writers like J.D. Salinger and Anthony Bourdain.


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