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.

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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.

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