Social media 3Earlier this month, Google officially split its social media network into streams and images. According to VP of product Bradley Horowitz, the company is looking to “We’re trying to do something broader that helps people communicate wherever they are using whatever products they prefer.”

Well, that’s the official line of the company, but the reality is trendy alternative like WhatsApp and Snapchat are stealing the search engine God’s thunder. Google+ is wilting like a rose in winter.

It’s hardly surprising really, given users prefer to Hang Out and share content casually. Google+ is simply not a platform digital marketers are choosing to sell. They just prefer to share.

Why Google+ is still an option

Google insist its social media network is not dead, maybe just a little bruised and damaged. The company has published statistics on the number of uses for a year, at which point there were more than 300 million adopters active.

Considering Facebook and Twitter followers are in their billions, the search engine giant is seriously lagging behind on the social front. Is the California-based company losing face against its bitter rivals?

As far as online businesses are concerned, Google+ tops the social media networks for content marketing. Twitter and Facebook do not offer good options unless you are willing to fork out for paid ads.

Google+ on the other hand helps to rank your content. In many cases, content posted to a Google+ account will appear on the first page of search results whilst the actual site languishes some in the murky depths.

Content marketing in Google+

Given the prowess of Google+ to raise visibility of your content, it would not be a good move for online marketers to ignore their account totally as you will miss out on traffic.

However, if you don’t want to waste time marketing on Google+ simply because there isn’t an audience – which is partly true – you can still set your content management system to automatically publish posts in your account so they show up in search results. Little maintenance, big advantage.

It is unlikely that Google will give up on their social platform entirely. Splitting content into streams and images indicates they still have plans for the future and the company’s senior vice president, Sundar Pichai confirmed more “energy” will be put into Hangouts.

It is not yet clear how dividing content into streams and photos will help marketers other than it appeals to the trend of users anyway. The new look is hardly likely to attract an influx of consumers.