Google recently claimed that 150 million users upgraded to its social networking site, Google Plus, but an article from eMarketer states that the website is still struggling to be relevant.
eMarketer mentioned that “in spite of its fast growth in user numbers, the service has not enjoyed the stickiness of other top social media properties.” In fact, comScore reports show that for the month of January, Google Plus users only spent 3.3 minutes during that month, lower than November 2011’s time of 5.5 minutes.
This shows that a huge number of people are creating Google Plus accounts, but they have very little or no engagement at all towards the site, definitely not as much as they do for Twitter or Facebook.
There are several reasons why Google Plus isn’t as popular as Facebook or Twitter. Perhaps it’s because users can’t handle three or more social networking sites, or that most of their friends are on Facebook or Twitter.
In general, the perception among many is that Google Plus is an unpopular website.
Most of the new Google Plus users don’t check back on their social profiles. eMarketer concluded that Google Plus needs to get the same amount of engagement that users have on the more popular social networking sites if it were to be successful.
Still, Google Plus has a very crucial role in Google’s personalized search. Also, eMarketer points out that marketers should not ignore the site. There are several features in Google Plus that will help companies become more successful, including Brand Pages and “Direct Connect.”
On the other hand, eMarketer points out that “..though those brand pages offer marketing opportunities not available from competitors like Facebook, putting dollars toward Google+ before usage levels increase will remain a tough sell.”