Google’s Battle with Facebook and the Future of G+
Google+ is a core business of Alphabet and the Company gives a high emphasize to G+ – you can read here. The plus sign on G+ means that Google+ should connect and promote all google products.
The Social Media “Experts” claim G+ was a failure because of very low active users, estimated 2 – 3 million daily and those people spend very little time on G+. Therefore, the platform considered as a ghost town which means if you post on G+ almost nobody else sees it.
Why Alphabet needs G+?
The Company’s revenue comes mainly from online ads and especially from the property google search:
Alphabets Revenue, to enlarge, click here.
To optimize the search results and also to make ads more efficient, Google uses artificial intelligence which needs your personal data and engagement. And if you login in Youtube or Gmail or other google products you will be automatically logged in your G+ account. The products Youtube and Gmail have already huge user base. After you logged in G+, the Company begins to collect your data and your engagement on the internet but especially on the google search platform which is eventually more valuable than your eng. in social media. This means Alphabet already has achieved its main goal with G+.
Is G+ a Ghost Town?
As mentioned above, G+ has ridiculously very low active users who spend very little time on G+ but this is not the complete information. G+ is preferred in Google search engine which has a monopoly in search business – more than 80% share. But of course, the Company doesn’t admit this officially.
You are trying to make a Facebook page with 100K followers. Eventually, very roughly estimated, you will need more than 5mil. impression ( post or page). The majority of the visitors or impressions will come from google search engine, not from FB!.
With the same content and effort, G+ will probably provide more traffic from search engine. If you’re selling products or making email list G+ can be more efficient. But if you’re relying only on followers, this would be a very questionable business model, your FB page can have more advantages, i. g. : your post will reach, roughly estimated, 2k – 4k people, whereas G+’s impression could be far lower than that.
Additional to this, FB promotes and allows organic growth but it also restricts it in order to force businesses to pay for advertisements. G+, on the contrary, is very organic growth friendly.
The Future of G+:
Because of the reasons mentioned above, the quality content providers are on G+ even the ones who find G+ frustrating.
The design of the G+ platform is more efficient to provide quality content, especially because of collections which enable to organize and categorize the information.
The Company has yet no clear strategy known to the social media community but of course, Alphabet didn’t give up on G+. Google tries to enhance the quality of content on G+, i. g.: by reducing spam, especially not allowing the method “follow and unfollow” and by promoting organic growth mainly through AI’s evaluation. If G+ gains the reputation for having high-quality content the platform can gain more active users.
Facebook is more successful social media platform compared to G+ but one should not miss the fact that FB and Instagram enthusiastically try to be a kind of Youtube, providing video content with ads on it.
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