For a company that owns a sizable piece of the Internet landscape, Google has issues figuring out social. Google+, while useful, is suffering from a serious identity crisis.

Google cannot seem to get out of its own way when it comes to Google+. Great idea, scattershot approach. Facebook killer? No. A replacement for Twitter? No. Can it be the next Pinterest?

How about just being Google+?

Pinterest-like is the new angle Google is taking. It has soft launched Google+ Collections. The feature is like it sounds. You can ‘collect’ your favorite photos and videos in one spot, and customize the name and cover photo for each collection.

Sharing a post, video or photo will now give you the option to add it to an existing collection, or you can make a new one.

Is it a good idea? Out of all the features Google has put forward for Google+, this one I like the best. Everything feels organized. Love space? Make a collection. Case study overload for marketing? Collection.

The announcement post explains the feature:

Posts in collections you follow will appear in your Home stream, with a link to easily jump right into the collection so you can get to similar content from that author. Collections give you a great way to find more of the stuff you love from the people you follow.

Collections is available for web (desktop) and Android. If you’re on Android, download latest Google+ app update for access. iOS? The feature is coming, but the timeline is vague.

google plus collections android

Google+ launched Featured Collections alongside the rollout. It should give you an idea of what you can accomplish with the new feature.

Does Collections make Google+ compelling? It could, but it relies on Google letting Google+ be itself for once. Offer users the tools and get out of the way. Let them show you how they want to use the social network.

Gear. TV. Movies. Lifestyle. Photography. Yeah, I’m the type who sees a shiny object and is immediately captivated. Wait... There’s another. You can reach me at marcus@newsledge.com

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