Google recently announced that Google+ has more than 400 million members, of which 100 million are active monthly users. While the latest metrics are still well below Facebook’s 900 million members, the enormous growth of Google’s social platform should not go unrecognized. In fact, Google took another step to improve the capabilities of its social counterpart with the company’s acquisition of imaging platform Nik Software.
Google announced that it privately-held Nik, which offers comparable services to Instagram, effective September 17, 2012. While the terms of the deal were not disclosed, the acquisition could help Google bolster its social network Google+ and make the platform more appealing to consumers and business professionals.
“For nearly 17 years, we’ve been guided by our motto, ‘photography first,’ as we worked to build a world class digital image editing tools,” Nik said in a statement announcing the deal. “We’ve always aspired to share our passion for photography with everyone, and with Google’s support we hope to be able to help many millions more people create awesome pictures.”
In this new deal, Google+ looks to position itself as a more influential social platform that users can take advantage of during their search efforts as well as for entertainment opportunities. As Google+ improves its features, more people will alter their perception of the social network and begin to visit it directly for their unique needs.
Professionals who have yet to embrace Google+ in their lead generation marketing efforts should note Google’s recent acquisition of Nik Software. Through the partnership, Google+ could begin to offer marketers a greater number of resources to use in branding initiatives online. If you haven’t already created a professional Google+ account, consider implementing a strategy that embraces the platform and utilizes its unique capabilities online.