Many experts and even Google itself consider that Google Plus was a failed platform, so what can we learn from the failure of Google Plus, especially if this is almost unbelievable!
If you think about social media from its inception, and look for the company that had to control this market entirely, it is Google without a doubt.
However, Google Plus, the site Google wanted to break into Social Media, has failed, and this raises many questions.
Whoever in the world does not have a Google account already, and also Google has Android and Google Play, and therefore has all the powers and capabilities to put any product in front of consumers.
Not only that, social media sites themselves rely on three things, data (and Google has the most information and data about users), and also on advertising (and Google is the largest advertising platform in the world).
The third thing is technology (and Google is the largest technology company in the world, and has an arsenal of developers and experts in this area) So why Google Plus failed ?!
In this article you will learn a lot about this exciting story, we as entrepreneurs, developers and marketers have to ask ourselves “What can we learn from the failure of Google Plus? “.
The beginning of Google Plus
Before we address the failure of Google Plus and the reasons that led to it, there are several things in the history of Google Plus you have to learn first. These things may also be a cause of failure.
What is Google Plus in short?
Google Plus was a social networking site, where you can follow different accounts (such as your friends – celebrities – companies and institutions), and comment on their content.
You can also make Circles (groups like Facebook Groups), where you can talk privately with your relatives or friends at work.
There is also a system of notifications, so that Google Plus tells you any comments or any matters related to your posts on Google Plus or your account in general.
Google Plus release date
Google Plus came to light in late May 2011, you have to carefully check dear reader on this date too. And let me ask you a request.
Do not read the next lines only after you think for a few seconds on this date, and what it shows? … Think a little and then continue reading.
Having thought, you may have reached that conclusion or not. Facebook was launched in 2004 and Twitter came to light in 2006, you know what that means?
This means that Google Plus has been very competitive in the market, so some believe that this is the first reason for the failure of Google Plus, that Google is too late to enter the world of social media.
As many of the features that Google Plus was trying to provide have a reference in the market, and therefore users are comparing these features with other social media.
The Google Circles feature corresponded to Facebook Groups, and the Feed properties (what the user sees in news and publications) were very similar.
Also the Notifications system, and the interaction system there was something similar in the market – which we’ll talk about in more detail later.
All this did not help Google to develop Google Plus in a convenient way, it was not a whole new idea but there were many alternatives to it on the scene.
This is unlike many other Google products like Maps, Gmail, and the same search engine that has made Google the giant we know now.
Google Plus is not the only software in the field of social media
According to this list of Google projects that did not succeed, through which you will identify the most famous projects that Google failed in dates.
You will find that Google Plus was not the only attempt in the field of social media or correspondence (Messaging) that Google wanted to enter this area.
There are several sites and applications, including:
Google buzz app
Google Talk app
Google Allo app
Google Wave app
Despite all these attempts, Google did not succeed in providing any successful programs in the field of communication and social media, even Google Hangouts, which was considered by many a good start – could not compete in the market, especially with programs such as Skype, Zoom and others.
All this raises many questions. How does a giant company like Google not understand exactly what the market wants in this area? That’s what you’ll find answering in the next points.
Reasons for the failure of Google Plus
As I mentioned earlier, there are many reasons that led to the failure of Google Plus, and I mentioned one of them, which is the delay in Google in the launch of this service and keep up with the social media sites that have already appeared.
This led to strong competition in the market, which already had experience and potential (when Google Plus was launched, Facebook was 7 years old).
But this is not the only reason and perhaps not the strongest reason, according to a former engineer at Google on the failure of Google Plus, there are several internal reasons led to this result.
1. Follow the Twitter method in following people
What is the difference between Facebook and Twitter? Both are popular social networks, with millions of users.
The difference is in the main communication system between users, on Facebook you send a friend request to another user to communicate with him and interact with his posts.
This is not all, this user when he becomes your friend, he also sees your posts and news and interact with them like you, this is unlike what happens on Twitter
When you follow (follow) anyone on Twitter, you see their posts and news, but they do not see your news you and your posts and this is a big difference.
Google Plus was based on Twitter’s way of interacting between users, which was contrary to its purpose. Google Plus was intended to connect with your family and friends in life and at work with ease.
When you follow an account of a friend on Google Plus you get his posts and news in your feed, but this does not happen with him, which makes the interaction between you is not complete.
All this led to the abandonment of users of Google Plus, because it did not achieve what they wanted to communicate and follow the news of their friends and acquaintances like Facebook does.
And if you’re wondering why Twitter succeeded, this is because Twitter relies on influential celebrities in their fields and news, it does not depend on communicating with your friends and relatives such as Facebook.
2. The algorithm for arranging publications
If you look closely at Facebook, especially when it comes to the publications you see when you open the site, you will find that the way to arrange these posts is very smart.
You will find that Facebook gives you publications according to the people closest to you and then the topics that interest you.
Then you will find other posts for the pages and topics you are interested in, which increases the time you use Facebook, as well as the volume of your interaction with these posts.
This interaction makes you constantly use Facebook either through the phone or the desktop, so as to know the news of your friends constantly.
This was not happening on Google Plus, as the content ranking algorithm was based only on popular and interesting news, without regard to the user’s knowledge circle.
When you open your account on Google Plus you find the latest scientific and political news, and some news from the circles you subscribed to, but nothing about your friends.
This means that the majority of users when they post anything about their lives and personal news, do not find who interact with them from the closest people in life
Over time this led to these users leaving Google Plus, relying on Facebook that provides them with the interaction they need.
Even when Google’s developers tried to fix the problem – it was too late and the amount of interaction on the site was almost nonexistent.
3. Late and ineffective treatment
In the previous point I mentioned a very important problem in Google Plus, and mentioned that the solution was too late, but do you know dear reader What was the solution?
The solution developed by Google project staff is to create a separate notification system that takes care of your acquaintances and relatives, and gives you an alert when they post anything new, or when they interact with your posts.
Unfortunately, this was done in a separate interface from the regular news interface, which made Google Plus split in half.
You follow the news and publications of your acquaintances in half, and the other half follow any other publications, and strange that you find a lot of repetitive publications in the two halves.
Rather than being a solution to some problems, he added other problems, leaving the remaining users to completely abandon Google Plus and lose hope.
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