Google’s new mobile magazine format, AMP Stories, is available to the world, but rather than stealing Snapchat Discover’s limelight, they may bolster traffic for each other.

Many creeks feed a river

Google’s recent launch of AMP Stories was initially considered an attack on Snapchat’s feature, but the two seem to serendipitously be strengthening a burgeoning industry of made-for-mobile content.

Snapchat VP of Content Nick bell stated “Our ambition at Snapchat is to empower great storytelling…We’re excited to see what industry is starting to form around that.”

It appears Snapchat sees the value in more publishers adopting the medium if they can be allowed to reuse content from Discover as well as bring over content from AMP Stories.

Or too many chefs?

The initial fear was that Google could steal content and advertisements from Snapchat, eliminating a monopoly, but the deeper audience penetration seems well worth the competition with very different audiences.

As a result, Google’s entry into the Stories game could bring more publishers indirectly to Discover’s platform, giving both competitors and advertisers a leg up over others.

The new endeavour requires Snapchat to loosen its grip over exclusive publishers but gains a significant ally against Facebook and Instagram. After all, the enemy of your enemy is a social network ‘friend.’

What do you think the potential relationship could mean for advertisers? Do you think there’s potential for a win-win? Give us your thoughts below.