Wednesday, November 18, 2015

Redesign New Google Plus for Web, Android and iOS


Five years ago, the Urs-quake struck: A memo from Google SVP Urs Hรถlzle went out detailing how Google risked being left beyond on social, prompting the creation of Google Plus. Years, many millions of dollars and several tribulations later, one of the most beleaguered, storied products in Googles history looked dead.

In fact, Google shed the pieces of Google+ for years now pulling out Hangouts and then Photos, decoupling the log-in from other products leaving us all to assume it was heading toward obsolescence.

Not so! On Tuesday, in a short little post, Google trumpeted the return of a fully redesigned Google+. It centers on two things: Communities, a three-year old feature for interest-based groups, and Collections, an interest-based sharing feature akin to Pinterest. And it runs on Material Design, the language developed by Android another indication that Android holds the design mantle within Google.

The original impetus for Google+ was to build a social identity to rival Facebook. It didnt work. Although Google attracted users in 2012, the company bragged about being the fastest-growing network thingy ever Facebook drew more, and kept them there. The idea of a pure Google social network never took. What did take (at least relatively speaking) was photo sharing, so Google spun that out. And sharing among obsessives, people active inside insular, niche groups. Google says Communities averages 1.2 million joins a day thats the number of people who sign up for an individual group. (One person could be signing up for ten at a time, in theory; Google wont say how far back that average goes.) So Google put these things front and center.

Google Official Blog

Streams over social

When Google started to revamp Plus in 2014, after the departure of its head (and chief lobbyist inside the inner-circle of then CEO Larry Page) Vic Gundotra, it reformed the internal team. (A few times.) Ultimately, Plus ended up under Bradley Horowitz, the VP of Photos and Streams. Eddie Kessler, the Googler who announced todays revamp, is the director of Streams. Streams are critical for Google because they are: 1) Mobile creatures, the primary avenue for to Facebook, Twitter and Snapchat, which are all robbing Google of users attention; 2) Adored by advertisers.

Ad-friendly groups

Speaking of. Communities and Collections, the two features at the center of the Google+ 2.0, share something in common: Theyre built around common interests. Advertisers like things build around common interests; it gives them clear targeting these people really like this thing, and will buy stuff related to it. Google does not offer a Plus ad product yet, but one around these two features would leverage purchase intent, its key differentiator from Facebook in the ad world.

Others suggested that Googles move is one going after Reddit, another interest-based site with a massive audience that it has struggled to sell ads against.

One person who used to work for Google Plus said the redesign is a welcome change, but Googles approach to social remains incoherent. Its kind of like Pinterest meets Reddit: a visual cacophony of content interesting to a bunch of Google users, without much more rhyme and reason than that, the former Googler said.
Previous Post
Next Post

post written by:

0 comments: