From Orkut in 2004, to Google Wave and Google Buzz in 2009, to Google+ in 2011, Google has tried again and again on social, but unfortunately, all failed.
On October 8, Google announced that Google+ will completely shut down Google+ in August 2019. According to Google, the consumer version of Google+ usage is low: 90% of the usage scenarios are no more than 5 seconds.
The news did not cause much sensation, even if friends who used Google+ didn't notice it; others responded by "What is Google+"?
Even though Google is the boss of a global Internet company, no matter how hard it works, Google’s social products don’t have any sense of existence.
Socializing is not easy. Not just the closed Google+, the global social giants are now anxious. However, Google seems to be looking for a new social breakthrough, and that is video.
Facebook's biggest challenger: YouTube
Google has turned off Google+, but it still holds another "Ace" & rdquo;: YouTube. In 2006, Google acquired YouTube for $1.65 billion and operated it as a subsidiary.
It’s estimated that Google itself can’t think of it, and YouTube will become a weapon against other social media.
Facebook is currently the most popular social networking site in the world, but YouTube is gaining momentum and has more than Facebook trends.
According to a survey by the Pew Research Center, YouTube is very popular among young people in the United States, with 73% of adults in the United States using YouTube, but 94% of the 18-24 age group are using YouTube. The platform has become the most popular channel for getting news.
There are a lot of heavy fans on YouTube. On October 16th, there was a large-scale service disruption on YouTube. Anxious users didn't know what to do and 911 alarmed.
Currently, Facebook has about 2.2 billion active users per month and YouTube has 1.9 billion. However, in mid-2017, Youtube had only 1.5 billion monthly users, a year-on-year increase of more than 20%, and Facebook only about 11%.
Zuckerberg has long recognized the threat of Youtube, and he even launched his own video platform Facebook Watch.
Short video & ldquo;Stories” caused by social giants
Facebook's social app, Instagram, has recently become more competitive with Snapchat.
Snapchat launched a very popular short video feature in 2013. Snapchat Stories: Users can upload a set of images to form a short video that can be played as a slideshow, while beautifying the photos themselves or adding simple effects to the video. Text description, emoticon package. Once published, the photo or video will be deleted after 24 hours, with the attributes of Snapchat consistently "burning after burning".
In 2013, Facebook issued an offer to Snapchat for $3 billion in cash but was rejected. Subsequently, Facebook quietly imitated Snapchat, and several of its social media have launched similar features, such as “WhatsApp Status”, “Alexos Stories”, “Russian Stories”, “Facebook Stories”.
In particular, Instagram Stories, which is exactly the same as Snapchat Stories, is deleted after 24, leaving no trace. Since then, the competition between the two has been made public. Moreover, because Instagram itself has a larger user base, users of Instagram Stories will grow faster.
In September of this year, the two founders of Instagram announced that they were not in line with Zuckerberg's philosophy. In particular, Facebook was increasingly dissatisfied with Instagram's growing dependence on user growth. The two decided to leave Instagram and start a new business. After the news was announced, Snapchat's share price rose by 5%.
On Instagram and WhatsApp, the "Stories" feature has more than 400 million daily lives, and Google, which is more and more frustrated in the social field, does not give up. In the past September, Google’s head of engineering for image search, Cathy Edwards
Say: & ldquo; We added "Stories" to our search. ” She added that Google will announce more details about "Stories" in the coming months.
Facebook and Google’s efforts on small videos are not surprising. China's social WeChat is also very anxious, and it can be felt from its recent revisions. The main reason behind it is the rapid rise of the vibrato and fast hands.
Buy, buy, buy, build Google social ecology
After Tencent’s huge overseas investment in its own social unsuccessful results, Tencent’s strategy was changed, mainly through overseas investment and acquisition. In November 2017, Tencent spent $2 billion to acquire the 146 million shares of the Snapchat parent Snap mentioned above.
Google now has this trend, while trying to buy it.In March of this year, Google announced the acquisition of Tenor, a GIF search platform.
Tenor itself is not a social platform, but it appears on almost all social platforms, including Apple's iMessage, Facebook Messenger, WhatsApp, Twitter and Slack. Users can search for various GIF expressions through Tenor.
In the acquisition statement, Tenor said that it had 300 million users in 2017, and at the beginning of this year, there were more than 12 billion monthly search requests.
Searching in the form of a search may be the right posture for Google to expand its influence in the social world.
Attached to a photo taken by Mo Teng colleagues in Chengdu today: