amp-smallHave your phone around? Of course you do. You’re probably reading this blog post on your phone. As we’ve been discussing a lot on the BuzzPlant Blog… the world’s gone mobile. Take out that phone if you aren’t already on it, and visit

What are you looking at? It’s called Google AMP. AMP stands for “Accelerated Mobile Pages.” You can learn more about AMP on the Accelerated Mobile Pages Project site, or by watching the video below. For those who want the executive summary: AMP is an open-source initiative, spearheaded by Google and dozens of publishers, that aims to solve the problem of slow, difficult-to-use mobile webpages. With AMP, mobile webpages load instantly and are designed exclusively with mobile devices and data networks in mind.

So, if you haven’t given it a go yet, search for something (preferably a topic that’s currently in the news) via the site. Swipe through the results, which you’ll notice have a small lightning bolt icon in the bottom left corner. Select an article, and start reading. Not what you’re looking for? Simply swipe right, and Google will show you another result on the same topic from the next publisher. Instantly.

Google AMP & The Mobile Web
It’s encouraging to see the Titans of Tech (Facebook with Instant Articles, Google AMP, and Apple News) partnering with media giants like CNN, Time, and BBC to push content delivery in the direction that users are demanding–whether or not users know what they’re asking for.

2016 presents us with a totally different content-consumption environment–one where PC sales are in decline and mobile device sales are skyrocketing, especially in third-world markets, where the cost-of-entry has dropped below $50. It’s estimated that by 2020, 5 billion people will have a mobile device (source). Translation: if for some reason you haven’t yet believed that mobile matters, believe it now!

Can Your Brand Use Google AMP Now?
Yes, and the people behind AMP would love for you to jump in. AMP is open-source and available to any website. AMP standards are based on HTML, which will be familiar to any skilled web publisher. There have already been several plugins like this one developed for WordPress. For more information about using AMP, take a look at the Accelerated Mobile Pages Project FAQ.

Why should you get started?

  • It’s likely that the majority of your audience is already interacting with you on a mobile device.
  • Mobile experience is frustrating for many users on many websites.
  • By optimizing your content now for AMP, you can be a leader in your field and stay ahead of the curve.

What do you think? Will you be using AMP or Facebook Instant Articles with your website?