With the rise of the mobile-first, app-driven economy, mobile has become the top priority for brands. Capitalizing on the mobile movement, Google recently announced the launch of Stamp, a Snapchat-like content publishing platform mimicking the visual-first platform’s Discover functionality. However, while many have attempted to replicate Snapchat, only a few have succeeded at customizing features to align with existing platforms.
Google has a long history of creating its own social platforms. Remember Orkut? However, Google+ was probably its most “successful” (to use the term loosely) effort to create a network.
Initially a ratings and reviews platform for local businesses, Google+ was soon integrated with the company’s search engine. It later pivoted to a traditional social network that let users follow other profiles and share and comment on content. Yet it was lost among the many other personal and professional social networks available. And although the user base catapulted to 2.2 billion when the digital behemoth made Google+ profiles a requirement to comment on YouTube videos, only 9% of users posted and shared content.
Stamp has the potential to be more successful. Brands are already investing in mobile content on Snapchat and Instagram, but since these predominantly focus on visual media, Google’s entrance into the space could allow brands to focus on building native mobile text content. Google’s approach also aligns with the company’s Accelerated Mobile Pages Project, which aims to improve the quality of content for mobile audiences by improving mobile load times and responsive design. By taking advantage of Google+’s existing user base, Stamp could quickly turn into a force to be reckoned with.