It’s been two months since we published a story about Google’s new multimedia publishing platform, Stamp. Now, there is a new development as Recode reports that the online media giant is offering publishers monetary incentives to work on its own version of Snapchat Discover.
The Mountain View California-based search giant is tapping inspiration from Snapchat’s publisher channel called Discover, WSJ reported last August. Stamp was developed to work alongside Google’s AMP program. AMP is a program designed to facilitate fast-loading of mobile web pages on Google search larger digital platform.
Offering monetary incentives to publishers to use its platform could be the company’s way of encouraging more companies to join its platform, and to offset the cost of doing so. What is, however, not clear at this time is how much is being offered or how many companies have been offered the incentives. One of the executives of the companies, according to Recode, said the fee covered the costs of “multiple expensive people” working for several months on the project.
For now, Google doesn’t have plans to sell ads on the platform. This of course, means that publishers will have to sell ads all by themselves. Revenue from ads, according to Recode, will be kept by publishers.
In the past, other tech giants have been known to offer monetary incentives to publishers to use their platform. Facebook recently offered celebrities and media outlets millions of dollars to develop content for its Facebook Live feature.
Snapchat is already feeling the heat from Instagram after the Facebook-owned picture-sharing app recently announced that its user base had risen to 250 million daily active users on its version of Stories.
That announcement came at a time when Snapchat Stories recorded a sharp decline of 50 percent in terms of engagement when compared with the same period in 2016. “We saw a decline of 50 percent in average unique viewers per story from June 2016 to June 2017,” Delmondo CEO Nick Cicero said, per Yahoo.
Mixed feelings trailed Instagram’s copying of Stories from Snapchat—but the Facebook-owned image sharing app continues to add loads of unique features to its own version. At least, Instagram is making efforts to recreate and make Stories look different from what we have always known it to be.
Google will feel like it has smelt blood and believe it can better the performance of the Snapchat Discover channel. Sometimes it is not about who invented a feature or program, but how much success was achieved in the process. If Google could add or reinvent Snapchat’s Discover and make it more appealing to everyone, then Snapchat has a big fight heading its way pretty soon.
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