There has been much debate over the new Google+ layout, which users woke up to late last week. Images left, right and centre (quite literally with the 2-3 new columns on the main feed), Twitter-esque hashtags and cover photos that are positively gargantuan – it’s fair to say the network underwent a radical renovation. However, whether we like it or not, it’s here to stay, so here’s how to make the best of it.
#Google+
They say imitation is the highest form of flattery – so Twitter should be delighted that Google+ has pilfered the hashtag.
While Twitter may not be too thrilled that Google+ has made a bold advance on its territory, the move should be welcomed by users. The old design didn’t really give users a chance to explore a topic in more depth, whereas the new hashtag system does. Here’s what Google SVP Vic Gundotra had to say on the subject:
“Suppose, for example, that you’re reading about your favorite sports team. We’ll look at the post, determine what it’s about, and tag it accordingly. Behind the scenes, we’ll also identify and rank relevant conversations across the network. When you click on the related hashtag, we’ll flip the card, and let you browse related content inline.”
You can remove hashtags automatically generated by Google and add your own as you please. So what does this mean for marketers? Quite simply, the new hashtag feature is a useful tool when it comes to delivering relevant and contextual content to audiences.
Water your content with hashtags and watch your readership grow.
Big and beautiful images
Though it is unclear how Google+ decides which posts are deserving of the most emphasis, certain media content such as photos and videos sometimes span the width of the entire Google+ stream. The move highlights a trend towards visual content, which should have marketers reaching for the camera.
Since visual content is in with more of a chance of getting prominently featured on the main stream, investing in visual content creation is a step in the right direction. You may also have noticed that cover photos now appear to claim the entire screen, so it is even more important to ensure these are well-chosen – and high resolution!
Consistent across devices
With so many devices and gadgets garnishing the modern world, it’s no wonder 90% of people switch between them to achieve an objective. This is according to a 2012 Google study, which noted that someone might begin reading an email on a tablet during a train journey, finish it at home on the PC and reply to it on their phone in front of the TV later that evening.
The new look caters to users’ needs in this sense and ensures the redesign makes Google+ far more cohesive across all devices. If Google+ is doing this, you should be too – the enormous growth in mobile traffic means you should be at the very least optimising your content for smartphones.
Jenny Maclean
