Google+, the social networking site launched by Google in 2011, was once considered a potential rival to Facebook. However, after seven years, Google announced in 2018 that it would be shutting down the platform due to low user engagement and security issues. So why Google+ Failed?
Late to the Game
Google+ was launched seven years after Facebook and three years after Twitter. By this time, Facebook had already established itself as the leading social platform with millions of users worldwide. Users were reluctant to switch to a new platform and start from scratch.
Confusing User Interface
Google+ had a complex and confusing user interface. Users found it difficult to navigate and understand the features of the platform. As a result, many users abandoned the platform soon after signing up.
Lack of Unique Features
Google+ did not have any unique features that differentiated it from other social media platforms. Its features, such as Circles and Hangouts, were not enough to attract users who were already satisfied with the features of other platforms.
Limited User Engagement
Despite having millions of users, Google+ suffered from low user engagement. Many users signed up for the platform but did not actively engage with it, resulting in low activity levels.
Privacy Issues
In 2018, Google announced that a security vulnerability in Google+ had exposed the personal data of around 500,000 users. This data included names, email addresses, job titles, gender, and age. The news of this breach was a significant blow to the platform’s already faltering reputation.
Integration Issues
Google+ was intended to be an integrated part of Google’s ecosystem, including other Google services such as Gmail and YouTube. However, this integration was not seamless, and many users found it confusing.
Lack of Marketing
Google+ did not have an effective marketing strategy. The platform was not promoted as aggressively as other Google products, and as a result, many users were not aware of its existence.
Here is Forbes’s report on why google failed.
And here are some other failed Google products in the past:
In conclusion
Google+ failed to gain significant traction and eventually shut down due to a combination of factors. Ultimately, the demise of Google+ serves as a reminder that launching a successful social media platform is not an easy task, and timing, user experience, and unique features are critical factors for success.
