What are Google Web Stories and why should influencer marketers use them?
The popularity of the story format for social media is stronger than ever. Stories offer a unique opportunity for creators to create highly interactive content. And it’s clear from the stats that its popularity shows no signs of waning. Perhaps that’s why Google has decided to get in on the act by introducing Google Web Stories.
Thu, 6 Feb 2025
Google Web Stories are similar to other Story content—they allow audiences to tap through content comprised of video, image, and text, in a way that tells a story.
Google Web Stories can feature as standalone content or be embedded on existing web pages.
Google offers plug in, drag-and-drop tools featuring templates and other customizable elements to help creators build their Google Web Stories in ‘less than five minutes’.
Last year, Google revealed there are 20 million Web Stories already online, with 100,000 new Stories being added daily. On average, a person looks at 1.7 Google Web Stories for every Story they open.
What Are Google Web Stories?
Google Web Stories are a visually rich, full-screen content format designed for mobile devices. They are similar to Instagram or Snapchat Stories but are hosted on a creator’s website and indexed by Google, making them discoverable via search engines. Built using AMP (Accelerated Mobile Pages), Web Stories allow users to create immersive experiences through a combination of text, images, videos, and interactive elements.
Unlike social media stories, Google Web Stories don’t disappear after 24 hours, providing a long-term content strategy. They can be embedded in websites, linked directly from Google Search, Google Discover, and even Google Images.
Why Should Influencer Marketers Use Google Web Stories?
1. Enhanced Discoverability & SEO Benefits
Web Stories appear in Google Search, Google Discover, and Google Images, giving influencers a unique opportunity to reach a broader audience beyond social media platforms. Unlike traditional posts on Instagram or TikTok, Web Stories have an SEO advantage, allowing influencers to rank for keywords and increase organic traffic.
2. Longer Lifespan Than Social Media Stories
While Instagram and Facebook Stories vanish after 24 hours, Google Web Stories remain accessible indefinitely. This means influencers can create evergreen content that continues to attract traffic long after it’s published.
3. Full Content Ownership & Monetization
Unlike social media platforms that own user-generated content, Web Stories are hosted on the creator’s own website. This allows influencers to have full control over their content, customize branding, and monetize through ads, affiliate links, and sponsored partnerships.
4. High Engagement with Interactive Elements
Web Stories support interactive features such as polls, quizzes, and swipe-up links, making them more engaging than traditional blog posts. Influencers can use them to drive user interaction, encourage feedback, and increase conversions.
5. Supports Multiple Content Formats
Influencers can create content using a mix of videos, animations, images, and texts, making Web Stories highly engaging. Whether it’s a travel guide, beauty tutorial, product review, or fitness routine, Web Stories allow influencers to present content in an immersive way.
6. Mobile-First Experience
Since Web Stories are optimized for mobile devices, they provide a seamless user experience. With the majority of users browsing content on their smartphones, this format aligns perfectly with current digital consumption trends.
7. Boosts Affiliate Marketing & Brand Collaborations
Influencer marketers can leverage Web Stories to showcase products, include affiliate links, and collaborate with brands. Since Web Stories can drive direct traffic, influencers can generate more conversions compared to other short-lived social media formats.
How to Get Started with Google Web Stories?
Use Google Web Stories Plugins: Platforms like WordPress offer plugins (e.g., Google’s Web Stories plugin) that make it easy to create and publish stories.
Create High-Quality Visual Content: Use engaging images, short videos, and well-structured narratives to keep users interested.
Optimize for SEO: Add relevant keywords, metadata, and structured data to improve discoverability.
Promote Across Platforms: Share Web Stories via social media, emails, and website embeds to maximize reach.
Conclusion
Google Web Stories offer a powerful tool for influencer marketers looking to expand their reach beyond social media platforms. With their SEO benefits, long-term visibility, and monetization opportunities, Web Stories provide a fresh and engaging way to connect with audiences while maintaining full content ownership. Influencers who incorporate Web Stories into their digital marketing strategy can significantly enhance their brand presence and revenue streams.