Why Google Plus Really Failed

What Insurance Agents Can Learn From the Fall of Google Plus

If you haven’t heard already, Google has pulled the plug on Google Plus, which is now officially a dead social media network. As an insurance agent, there are a few things you can learn from the downfall of Google Plus.

Why People Liked Google Plus

  • Small community
  • No ads
  • Long posts

Although Google Plus never caught on for the majority of social media users, it had a cult following. Even though Google has over a billion users, only thousands actively used Google Plus. Active Google Plus members appreciated the small community size and also liked that Google wasn’t making updates to the site. Post lengths weren’t capped as they are on Twitter, Instagram, and Snapchat. Some users found that feature allowed them to have more meaningful and engaging posts on Google Plus. That’s a trend that is being seen in all social networks. Users aren’t simply going to the platform where the majority of their friends are, they are going where their time online is the most beneficial and engaging. Google Plus users also loved that there weren’t a lot of advertisers on the network. Advertisers want to be where they can reach the most people. However, if your target audience is on a smaller social network, your insurance agency could really benefit by being active on that network.

Where Advertising Fits In

The trend seems to be that without advertising, the social network eventually ends up collapsing. Advertisers don’t want to be where there aren’t users, and if social media is free for the end user then the network is going to rely on advertising dollars to survive. This could mean that in the future there will be a variety of smaller social sites for niche audiences that won’t rely on funding from tons of advertisers. If this scenario comes to pass, insurance agents and advertisers could benefit from the narrow target audiences generated by these smaller social networks. The future of social media is always changing. Perhaps a new social platform that requires a paid subscription and forbids advertising could eclipse even a giant like Facebook.

The future of social media will certainly bring changes, whatever they may be. For now, keep following social trends and adapt your messaging as needed. Listen to your users, identify the social platforms your target audience is actively using, and create content to effectively communicate your message.

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