When your two main competitors are Facebook and Twitter and you’ve got others in your marketplace like Instagram, Pinterest and Tumblr, you’re always going to struggle to make an impact as an emerging brand – even if you are owned by Google.
And it’s for this very reason that Google’s struggling social networking platform Google+ is breaking into two parts: Photos and Streams.
The news of the breakup was announced in a Google+ post by Bradley Horowitz – Google VP and key architect – yesterday.
Should this come as a surprise? Maybe, but when you analyse what Google tried to do with Google+, it was always going to be difficult; so many products and technologies in a single social platform – a grand vision to unite everything that is Google.
The truth is that despite it being part of Google, Google+ never commanded the user numbers that the likes of Facebook and Twitter did.
Horowitz wrote in his post: “Just wanted to confirm that the rumors are true — I’m excited to be running Google’s Photos and Streams products! It’s important to me that these changes are properly understood to be positive improvements to both our products and how they reach users.”
For the time being, there looks to be no plans to ditch the Google+ name, but its Photos and Streams features will become two distinct products under Horowitz’s watch.
Rumours of a Google+ revamp have been circulating for some time and were given extra weight recently when Google SVP Sundar Pichain told Forbes: “I think increasingly you’ll see us focus on communications, photos and the Google+ Stream as three important areas, rather than being thought of as one area.”
We shouldn’t write Google off yet though, nor should we think that Google+ is a failure – it’s not. This is just another example of Google doing what they do best: collecting data, reviewing it and then making changes accordingly.
Exciting times are ahead for Google and its social networking platform. Staying abreast of them will undoubtedly be crucial for your business’s social media campaigns.