Alphabet Inc has been successful in many of its ventures – the firm created a search engine that became the yardstick for search engines, it controls the ads market, it is building self-driving cars, it wants to prolong human life. Yet, it hasn’t been able to build a social media platform worthy of its name. Google is not giving up on its social media plans and the firm has unveiled a revamped version of its Google+.
Google+ was launched about 5 years ago, the social media platform has failed to help the firm get a foothold in the social media space. It is no secret that Google+ was launched to rival Facebook. In the last five years, the platform has been many lifecycles but it has just refused to thrive or die. Now, Google+ is back and one is left to wonder if Alphabet has finally unlocked the social media code or if this is another incarnate of the undying Google+.
Google+ Staging a comeback
“If you’re head over to Google+ today, you’ll see that things look a little different”. Those were the words with which Eddie Kessler, Director of Streams introduced the new Google +. The revamped Google+ now has its focus set on Communities and Collections, the firm says the former now averages 1.2 million joins per day. A great point to note is that the plan to build the new Google+ around interest groups might help Alphabet rake in more ad dollars because ad agencies love clearly-defined groups.
Kessler says Google+ is also built around a mobile approach that makes it easy for users to access the service across many devices. He says, “the new Google+ is much simpler. And it’s more mobile-friendly—we’ve rebuilt it across web, Android and iOS so that you’ll have a fast and consistent experience whether you are on a big screen or small one”. In Kessler’s mind, Google+ is one of the “great products that solve real needs and make life easier for people” but it is a little too early to judge that statement.
Will Google+ establish Alphabet in social media?
Most watchers in the social media landscape find it hard to make heads of why Alphabet is intent on creating a social media platform that might rival Facebook. Google is late to the social media platform – even Twitter that came in early is still struggling because it didn’t define itself at the start.
Facebook has been built a name in the social media space because it is a place to share stuff with family and friends. Instagram will succeed because it is a place to share pictures. WhatsApp is a place to chat without needing to log in, and Snapchat has self-destruct messages. Until, Google+ is able to define itself, there won’t be an end to the number of times it would be refreshed and revamped.