Many brands were quick to jump onto the Google Plus bandwagon in Nov. 2011, when the platform became open to them. These brands thought that anything that Google creates will eventually turn to gold. But that hasn’t been the case with Google Plus, which has lately become more of a ghost town than a social media destination, despite Google executives’ efforts to spin it.
In analyzing brands’ interest in Google Plus, Digiday looked at the top 20 Facebook brands, according to likes, and found a mixed picture. The majority — 13 of the 20 — have set up shop Google Plus pages and seven of the 13 even update their pages daily. But even those that do post regularly aren’t getting all that much back in the form of engagement. What’s more, many top brands are holding off altogether. Office Depot, OfficeMax, L.L. Bean, Target, Apple and Costco are all absent from the platform, for instance.
There are some ardent believers that are seeing engagement. Ford’s Google Plus page, for example, is full of photos and updates from the Geneva Motor Show and other things that are going on at Ford. The carmaker currently has 211,297 +1s on its Google Plus page (a +1 is equivalent to a Facebook like). Although the carmaker is doing a lot of updating and posting of photos, there isn’t much engagement going on. Fans rarely post comments, making it seem as though Ford is talking to itself. In comparison, Ford has over a million fans on Facebook, and all of its posts there get hundreds of likes and hundreds of comments.
That might be because there aren’t many people around to engage with Ford’s content. According to comScore, the 100 million Google Plus users were spending only about 3.3 minutes on average on the social media destination in Jan. 2012. That is nothing when compared to Facebook’s average time spent per month: 7.5 hours. And the Google Plus numbers for Nov. 2011 and Dec. 2011 were higher than the numbers in January, 5.1 and 4.8 minutes per month, respectively.
“The first opportunity is to cultivate a fan base on Google Plus itself,” said David Berkowitz, vp of emerging media at 360i. “There are a lot of early adopters and influencers sharing frequently there. For just about every marketer, even successful uses of Google Plus will attract a smaller number of fans there than on Facebook or Twitter, but there is the potential to engage these audiences. There is also the potential impact that Google Plus activity can influence search rankings and performance. This activity can stem from both the destination itself and +1 buttons integrated into marketers’ and publishers’ sites.”
Google could easily go the way of Buzz, Wave and the catalog of other failed Google products. But it’s unlikely. It is “the future of Google,” according to its chief, Vic Gundotra. Google is backing up Plus with television ads, subway car takeovers and even display ads touting the new social media destination and inviting consumers to join.
“Google needs to do more for marketers to show the value of Google Plus,” Berkowitz said. “It’s hard to get a sense of who’s there, why they’re there, and what they’re doing. It’s clear that despite the millions of people signing up for Google Plus, a sizeable percentage aren’t actively spending time there. Google has to make the case if it wants to attract more regular usage from businesses.”
TikTok’s uncertain future: the issues marketers should (and shouldn’t) fret over
A TikTok ban would require U.S. lawmakers to prove that the short-form video app is a genuine national security risk. So far, that hasn’t happened.
Maybe Web3 isn’t as dead as it would seem, as agencies play with new data-generating models
Agencies are continuing to invest in Web3 technologies in new ways, from client activations to data management.
Why real estate company Windermere is adding influencers to its marketing mix and spending half of its ad budget on them
Windermere is working with Seattle-based agency PB& as well as the home-focused publication Domino to partner with influencers like design influencer Max Humphrey.
SponsoredHow critical data pillars will increase brands’ confidence in CTV
Mario Diez, CEO, Peer39 With every quarter, the balance of TV viewership slips away from the traditional linear model and more towards connected TV. Less than half of the adults in the U.S. subscribe to cable or satellite, and fewer than half of the households watched linear TV daily in the second half of 2022. […]
Digiday+ Research: Agencies’ attitudes on secondary social platforms have seen ups and downs (especially on Twitter)
Digiday+ Research surveyed over 100 agency professionals, and found that agency clients' approach to the channels categorized as "other social platforms" has been somewhat erratic over the last year.
Why DOOH is a big draw for startups and direct response marketers
As digital ad channels, like social and paid search, become saturated and data privacy gets more restricted, startups and small businesses turn to DOOH to boost brand awareness.