Was The Hype That Surrounded Google+ Worth it?

Posted by on July 29th, 2015

Social media is a landscape of constant change and evolution. Because of the amount of competition, a promising social media network can launch today and disappear tomorrow. Just a few years ago, Google+ seemed to be “the” social media platform, providing something unique from Twitter and Facebook. It was no surprise that Google+ initially received an extraordinary amount of attention, being launched from Google’s tech powerhouse.

For a period of time, Google+ offered the “Authorship” feature. Google Authorship was a way to link content created with the Google+ profile to its original authors, benefiting SEO. However, due to a lack of promotion, only 30% of authors put an effort into utilizing this feature. Additionally, a large percentage of Google+ accounts encountered errors when attempting to link their profiles. It has recently been announced that Google products and features will slowly be decoupled from Google+ like YouTube, Google Photos and more. Although Google+ will still exist, I think it’s safe to say that Google+ was more hype than promised.

All across the world new social media platforms are born daily, with only but a few being successful. Google+ failed at acknowledging that their reputation alone could not drive organic user growth. Instead, Google needed to invest their time and money into user acquisition efforts. Google has long been an innovator, but even the greatest of innovators fail. With businesses and individuals clinging to distinguished platforms such as Facebook, Twitter, Instagram and Pinterest, the hope of users embracing new publishing based social networks seems minimal.

With the death of one opportunity comes the rise of another. Perhaps LinkedIn will succeed at what Google+ attempted to do, which is creating a platform for publishers. LinkedIn quietly rolled out Pulse for writers, offering a smooth transition for Google authors to help them rank substantially higher. The Pulse tool has been regularly promoted and has actively enabled different brands and executives alike to position themselves.

Google+ will still linger, but my question to you is… are you ready to publish on another platform?