What Happened to Google+? The Story Behind Google's Biggest Ever Failure

Summary

Google has struggled to succeed in social media despite several attempts, with Google Plus being the most notable failure. Launched in 2011 as a potential Facebook rival, Google Plus initially gained traction with features like Circles and Hangouts, but faced challenges like confusing design, forced integration with other Google services, and a lack of a clear niche. Despite reaching millions of users, most were inactive, and two major data breaches further undermined its success. Google Plus was ultimately shut down in 2019, highlighting the company's inability to carve out a place in the social media landscape.

Takeaways

• 🚀 Google has been highly successful with services like YouTube, Android, and Gmail, but social media has been a consistent failure for them.
• 💡 Google+ was once seen as a potential 'Facebook killer,' but it ultimately failed despite attracting around 200 million users.
• 🌐 Before Google+, Google tried other social platforms, like Orkut, Friend Connect, and Google Buzz, but none of them gained lasting success.
• 🔐 Orkut failed partly due to a security breach and inability to moderate harmful content, while Facebook rose in popularity.
• 📱 Google+ was launched in 2011 and offered features like Circles for managing privacy and Sparks for content discovery, aiming to create a more personalized social experience.
• 📉 Despite an initial boost in users, Google+ became known as a 'ghost town' because many users were inactive, with people only signing up due to forced integration with other Google services like YouTube and Android.
• ⚠️ Forcing users to create Google+ accounts for unrelated services like YouTube received backlash, as it felt like Google was pushing unwanted services.
• 🔄 Google+ struggled to carve out a unique niche, especially when Facebook already dominated the social media landscape, and users found features like Circles confusing.
• 🔓 Two significant data breaches compromised the personal information of over 50 million Google+ users, further harming the platform's reputation.
• 🏁 Google+ was shut down in 2019 due to low engagement and security issues, and its enterprise features were rebranded into Google Currents in 2020, while other features became standalone services like Hangouts and Google Photos.

Q & A

What was Google's first notable attempt at creating a social platform?

Google's first notable attempt at creating a social platform was Orkut, which had functionality similar to Facebook, allowing users to send messages, update statuses, and share photos.

Why did Orkut fail to gain a substantial user base?

Orkut failed due to a security breach that exposed passwords and banking details, as well as its inability to moderate communities promoting hate speech. These factors led to its decline, especially after Facebook's rise.

What was Google Friend Connect, and how did it work?

Google Friend Connect allowed website owners to turn their sites into social platforms by enabling users to log in with their Google accounts, see friends using the same site, and share their experiences. It was a step towards creating a connected social experience across websites.

What were the main issues with Google Buzz?

Google Buzz automatically added people you'd shared emails with as followers, which created awkward situations for users who wanted to keep different areas of their lives separate. This lack of user control made Buzz unpopular.

What was the goal of Google Plus, and how did it initially attract users?

Google Plus aimed to be a rival to Facebook by offering a more personalized online sharing experience. It tapped into the existing user base of Gmail and Google searches, boasting features like Circles and Hangouts to appeal to users.

What were the unique features of Google Plus, and how were they intended to enhance the user experience?

Google Plus featured 'Circles,' which allowed users to categorize connections for more controlled sharing, 'Sparks' for discovering content, and 'Hangouts,' a group video chat feature. These were meant to offer a more personalized and integrated social experience.

Why was Google Plus often referred to as a 'ghost town' despite its reported large user base?

Google Plus was called a 'ghost town' because, although it reported having a large user base, many accounts were inactive, as users were often forced to create accounts to use other Google services like YouTube and Google Play.

What was the result of making Google Plus accounts mandatory for using YouTube and Android services?

The mandatory Google Plus account requirement for YouTube and Android services led to backlash, with users feeling that Google was forcing them to use a failing product. This move damaged the platform’s reputation.

How did Google Plus handle business accounts initially, and what was the outcome?

Google Plus initially prohibited businesses and brands from creating accounts to focus on individual users, but this decision backfired, leading to a reversal where businesses were eventually allowed to join the platform.

What were the reasons behind the eventual failure and closure of Google Plus?

Google Plus failed due to its inability to find a unique niche, confusing features, low user engagement, and two significant data breaches that compromised user information. It was officially closed in 2019 after struggling to meet consumer expectations.