The Final Curtain for Google+
In October 2018, Google announced that it would be shutting down Google+ for consumers, marking the end of a platform that had struggled to find its footing since its launch in 2011. While the announcement didn’t come as a shock to most industry experts, it did close the chapter on one of Google’s more high-profile ventures into social media.
Although there are loyal Google+ users—35,000 signed a petition to keep the platform alive—the consensus among many has been that Google+ had been on borrowed time for quite a while.
What Caused the Demise of Google+?
The Data Breach
One of the most cited reasons for Google+ shutting down was a significant data breach that exposed personal information from about half a million accounts. While breaches happen, the real issue was Google’s decision to keep it quiet for seven months.
At the time, the tech giant was reviewing its privacy policies through an initiative called Project Strobe, aimed at identifying vulnerabilities in Google’s ecosystem. The breach was uncovered during this review, but instead of informing the public immediately, Google kept silent, possibly due to the ongoing scrutiny Facebook was facing with its Cambridge Analytica scandal.
Regardless of their reasoning, delaying the announcement proved to be a public relations misstep for Google, damaging user trust and providing a convenient excuse to sunset Google+.
Lack of Popularity
Even without the breach, Google+ was struggling. It had long been rumoured to be on the chopping block, as the platform failed to resonate with a broader audience beyond businesses and tech enthusiasts.
Despite its integration with other Google services, G+ lacked the community feel of platforms like Facebook, Twitter or Instagram. Its primary user base was marketers, link builders and, unfortunately, spammers—further detracting from its appeal as a genuine social network.
What’s Next for Google+?
Consumer Accounts
Google+ officially shut down for consumers on 2nd April 2019, earlier than the initially stated date of August 2019. Users with personal accounts were advised to retrieve and save any content they wanted to keep before the closure date.
Business Accounts
While the consumer side of Google+ has ended, the platform remains operational for businesses. Google has promised new tools and features for enterprise users, but what this entails remains unclear.
For businesses, Google+ historically offered a unique advantage—content posted on the platform often appeared in search engine results within hours, providing an easy and effective boost for SEO. If Google leverages this capability in its revamped business offering, it could become a valuable tool for marketers.
Lessons from Google+
The closure of Google+ serves as a reminder that even giants like Google don’t always succeed. While the company is known for innovation, not every product takes off. Google Health, Google Wave and Google Notebook are all examples of ideas that didn’t quite land.
For Google+, its downfall was a combination of timing, positioning and user engagement. Many viewed it more as a marketing tool than a community-driven platform, limiting its appeal to the broader public.
What This Means for Businesses
The end of Google+ doesn’t spell the end of social media opportunities for businesses. In fact, it’s a chance to rethink and refine strategies:
- Diversify Your Platforms: Don’t rely on just one social platform. Facebook, Instagram, Twitter, LinkedIn and emerging platforms like TikTok offer diverse ways to connect with audiences.
- Focus on Engagement: The downfall of Google+ shows that simply having a platform isn’t enough—you need an engaged and active community.
- Monitor Future Developments: Keep an eye on what Google offers for enterprise users. If they introduce new tools, they could rival the functionality of Facebook Business Pages or even create a unique SEO advantage.
A Hopeful Future for G+ in Business?
If Google plays its cards right, the enterprise version of G+ could provide significant value for businesses. The integration with search results has always been one of its strengths and with tailored features, it could carve out a niche for professional users.
For now, the curtain has fallen on the consumer version of Google+, leaving us to ponder what could have been. But as one chapter closes, another begins—hopefully offering something even better for businesses and marketers.
If you’d like to discuss optimising your social media strategy in the post-Google+ era, contact The Last Hurdle at 01604 654545 or email hello@thelasthurdle.co.uk.
