Is Google+ on the Path to Extinction?

For people who have become enamored with Google+ or simply interested in its birth and rise, it might be time to become an avid user or stop caring.

Last month, Google+ users only spent on average of 3.3 minutes on the service. Sounds downright awful, doesn’t it? Compare this behaviour with Facebook fanatics, who spent 7.5 hours logged in last month. Yes, you read that right.

The sad part of Google+ is the 3.3 minutes actually marks the low point of a three month downward trend; one that will likely  continue unless drastic measures happen soon.

Google has stood by the fledging social network, citing an increase in 50 million users since October. To me, the increase is easy to explain. People are curious so they sign up, only to be underwhelmed and leave with a newfound appreciate for Facebook.

It’s clear any way you cut it, Google+ could go down as the latest social media cautionary tale. The last nail hasn’t hit the coffin, but they need to rethink how to not only acquiring users, but how to engage them. Facebook has this down to a science.

The one element that always seems to be missing from Google+ is the emotional impact. There is an immediate connection made to the content, design and navigation of the stallions such as Facebook, Twitter, YouTube, and yes, even Pinterest.

Google is still banking on Google+ becoming a winner. With the money and power of Google, the lack of traction can not be ignored.

Some pundits are pointing to higher engagement rates in countries outside of North America as a reason for optimism. This shouldn’t be overlooked, but to compete with the top dogs, you better have stellar across the board analytics.

Google+ is on a misdirected path to becoming a footnote in social media history, but as we all know things can change in an instant in the digital world. I wouldn’t rule them out, but I wouldn’t buy their positive spin on their standing either.

More: TechCrunch’s Josh Costine has a post suggesting that Google doesn’t care if people spend little time on Google+ because it’s far more interested in collecting personal information so advertising can be more effectively delivered.


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