hands scrolling through Googles social networking platform on phone

Google’s Social Networking Gamble: The Failure of Google+

Before the failure of Google+, there was an attempt to tackle Facebook’s dominance in the social networking space. Google launched Google+, a social networking platform, in 2011. The platform allowed users to connect with friends, join communities, and share content. But despite Google’s best efforts, the platform failed to gain traction among users and was eventually shut down in 2019. In this article, we’ll explore the reasons behind the failure of Google+.

Jenga blocks falling representing the failure of Google+

Google+’s launch was highly anticipated as the tech giant had made several failed attempts to create a social network before. Google+ was launched to counter Facebook’s monopoly in the social media space, with Google hoping to leverage its existing user base of Gmail, Google Search, and YouTube to drive adoption of the platform.

Initially, sign-ups for Google+ were strong, with the platform gaining 10 million users within the first two weeks of launch. However, over time, user engagement declined, and Google+ never managed to take off in the way Google had hoped.

What Went Wrong? Reasons Behind the Failure of Google+

There were several reasons behind the failure of Google+. Let’s dive into some of the key ones.

1. Complicated User Interface

A significant factor that contributed to the demise of Google+ was its complicated user interface. Compared to other social media platforms like Facebook and Twitter, Google+ had a steeper learning curve. Google tried to differentiate the platform by organizing users’ connections into “circles,” but this ended up being a cumbersome feature that required more work for users.

2. Lack of Unique Features

Another reason for the failure of Google+ was its lack of unique features that could have attracted users away from existing social networks. Google+’s features were a bit too similar to those of Facebook, which made it difficult to encourage users to switch.

3. Poor Timing

Google+ was launched at a time when Facebook had already gained a lot of ground, and Twitter was on the rise. At the launch, there was already an established network of users on these platforms, which made it tough for Google+ to break through.

4. Limited User Adoption

Despite all the hype around Google+, technical glitches that slowed the platform down resulted in negative user experiences and pushed many users away. Besides, Google made it mandatory to create a Google+ account to use other Google services such as YouTube, which led to user resentment and backlash.

5. Lack of Focus on Consumers

Another significant issue was that Google+ was tailored towards businesses and professionals instead of consumers. While businesses could benefit from features such as Hangouts and Communities to engage with clients and customers, the average user did not find these features compelling enough to use.

In hindsight, it’s easy to see why Google+ failed. The platform lacked unique selling points and was a bit complicated to navigate, which made user adoption difficult. Google also made tactical errors like making a Google+ account a prerequisite to access other Google services, generating resentment from users.

However, the failure of Google+ was not all bad news. It taught us that even established brands like Google can get it wrong and that creating a social networking site that can contend with Facebook is an incredibly difficult task.

Today, Google has integrated social networking features like Google My Business, Google Maps reviews, and 2-step verification into its search engine. While these features don’t form a social networking platform per se, they do offer businesses and consumers opportunities to connect with one another in new ways.

In conclusion, while Google+ had a rough ride, it’s opened new doors for Google to continue pushing the boundaries of technology and social media.