From Google+ to Google-, why did this social network fail?

Time to -1 now

So on 2nd April 2019, Google+ will no longer be active and will shut down for consumers. A relatively short run for the search engine giant that stepped into social media space around June 2011. Part of me isn't surprised but a part of me is, as like every social network out there, successful I should add, they need to have their own niche. Google+ when it came around was up against the likes of the Facebook giant but it offered 'circles' meaning you could separate your followers into different circle groups and choose what content to share with which circle. Facebook at the time didn't really offer anything like this and when you have family for example on your feed and you want to share something but not have them see it, this seemed like that great niche. Now, obviously you can create custom privacy settings for your Facebook posts and just decide to exclude certain friends from seeing that post, e.g. you may want to get some advice for a surprise for somebody so simply hide that post from that person.

Google+ also seemed a good balance between a more professional social network with a personal one, meaning it was more suitable to connect with people you know and those you don't to create communities and groups on topics or world affairs to follow and interact with. For instance, I was a little more active when I was writing blogs for a client and had the WordPress and web developer for my client on my Google+ to interact with and share useful, engaging content. He commented and liked some of my posts that I shared which was about writing, language and social media business which is what I was doing for him and his clients.

This was definitely one of its pros as a social media network but unfortunately it had its cons, mainly due to competition and isolation hence its shut down now.

Pros

> Could separate content between circles very easily, e.g. if something was more professional than personal, share it with your 'clients circle' or 'colleagues circle'

> Communities allowed you to follow topics you like and engage with others who shared the same interests to see others' opinions and learn what's happening; people post and contribute useful content to the groups

>Was a good balance of professional and personal so companies could look you up whilst having a more personalised feed

>When uploading photos, it was linked to Google Photos with good editing and effects and backups

>Great for a more public platform as unlike Facebook, this is more suited for connecting with strangers from all over the world and enabled more effective use of hashtags

>Lots of companies are on Google+ and is a good way to follow and keep up to date with trends or businesses without it being too cluttered or draining, even Facebook are on Google+

Cons

>Compared to other social platforms, the engagement and interactivity is weaker due to population

>When you already have Twitter, Facebook, Pinterest etc. Google+ takes a backseat and often leads to being left out when you already have greater followings on the other platforms

>The other platforms deliver greater interactivity and more instant engagement meaning you can share messages, content more effectively

> In my experience, hardly anyone on my Facebook were using Google+ so circles were low and it's harder to connect even when it's a more public platform

> Again, competing against what could seem like a monopoly Facebook has with Instagram, Whatsapp etc., Google+ doesn't have other social links under its umbrella and so unlike Facebook and Instagram, you don't get those easy linked accounts when posting and as with social media, it's about engaging with as many people and with all of your audiences

> The niche isn't strong enough anymore, the professionalism and connection with just like-minded people from wherever online is attainable on Twitter with virtually everybody and anybody using it. LinkedIn is the site for literal professional use as it works as an online resume and also has a social feed where interesting topics, businesses, events and professional content is shared with a greater networking use.

So even with its pros which I still feel could have potential, after 8 years, the evidence is there and Google have had to make this decision off results. Just like any business, if something isn't returning on investment then resources and time are going to be wasted. Again, I haven't been as active by a long stretch on this platform as I have with others, mainly from reasons of other platforms having greater audiences and interaction but recently I did engage more as I saw good communities to join where people post interesting things I wouldn't get from my Facebook where it's more personal or when the feed is just overwhelming or too much sometimes. I followed an interesting community about political and social issues with a regular contributor posting very niche content with his insightful opinions. I can get this on Twitter (but even then not this particular contributor or I may not see this content if not for Google+) but there's something quite appealing and fresh to see the posts without an overfeed of arguments, opinions, toxicity and division on Twitter.

But even though that can work just contributing and sharing content without too much clutter and people arguing or engaging, social media is about connecting and engagement otherwise it just doesn't work. It's social for a reason. So I am sad to see Google+ go as it really was exactly what the brand is, an add on, a plus for social media, the site to check in on as an extra and get something you may not get from the others, the freshness of simplified content and engagement. Major FOMO will be had now when it shuts down but with most people, companies, charities, pets, you name it on the other social platforms, that fear of missing out is not going to last too long and may be an ironic positive to -1 more social platform to check in on.

Google's statement: In December 2018, we announced our decision to shut down Google+ for consumers in April 2019 due to low usage and the challenges involved in maintaining a successful product that meets consumers’ expectations. We want to thank you for being part of Google+ and would like to provide the next steps, including how to download your photos and other content.