Google Web Stories is a feature that allows users to create immersive, mobile-friendly content that can be easily shared and consumed on the web. It was launched in October 2020 as a way to compete with platforms like Instagram and Snapchat that offer similar formats.
But is Google Web Stories dead? Has it failed to attract users and publishers? Is it worth investing time and resources into creating and promoting Web Stories?
The answer is: it depends.
Google Web Stories is not dead, but it is not thriving either. Even though in the first 2 years web stories were booming and the adoption was rapidly increasing among the publishers, the adoption of web stories has been slowed down.
The average time spent on a Web Story is only 10–15 seconds, and the average bounce rate is more than 80%. This suggests that users are not very interested in or satisfied with the content they see on Web Stories.
One of the reasons why Web Stories may be struggling to gain traction is the lack of visibility and discoverability. Unlike Instagram and Snapchat, which have dedicated apps and tabs for their stories, Google Web Stories are mostly hidden in the Google Discover feed, which is not accessible to everyone.
Users have to either scroll down on their mobile home screen or swipe right on their Chrome browser to see the feed, which may not be very intuitive or convenient.
Another reason why Web Stories may be underperforming is the lack of monetization and analytics options for publishers. While Google has introduced some features to help publishers earn revenue and measure performance from Web Stories, such as ads, affiliate links, and Google Analytics integration, they are still limited and not widely adopted.
Publishers may not see enough incentives or benefits from creating Web Stories, especially if they have to invest extra time and resources into producing them.
So, what does this mean for you as a content creator or marketer? Should you use Google Web Stories or not?
The answer is: it depends.
If you already have a loyal and engaged audience that follows you on Google platforms, such as YouTube, Gmail, or Google News, then Web Stories may be a good way to reach them with more interactive and visual content. You can also use Web Stories to showcase your products or services, tell your brand story, or share tips and tutorials.
However, if you are looking for new ways to grow your audience and traffic, then Web Stories may not be the best option for you right now.
You may be better off focusing on other platforms that have more users and exposure, such as Instagram, TikTok, or Pinterest. You can also use other formats that are more SEO-friendly and shareable, such as blog posts, videos, or podcasts.
Of course, this may change in the future. Google may improve its Web Stories feature and make it more appealing and accessible to both users and publishers.
It may also integrate it with other products and services, such as Google Search, Google Maps, or Google Shopping. In that case, Web Stories may become a more powerful and popular tool for content creation and marketing.
But for now, Google Web Stories is not dead, but it is not alive either. It is somewhere in between.
