Google+ Gets Glamour-ous.

Google+ often draws much criticism for not having as much activity as other social networks, like Facebook and Twitter. I have seen it referred to as a ghost town, where people may create accounts that they quickly abandon because of a lack of appeal. One feature on Google+, though, that really stands out is the opportunity for users to initiate "hangouts".

Glamour Hangouts on Google+

Glamour Magazine, a fashion publication, has launched a series of scheduled hangouts with any of its followers over the next month. Any of these hangouts will give them a chance to showcase products that may be partnered with them, some of the expertise of their staff, or even just further gauge the interests of their readers and followers. At a time when print media is supposedly on the decline, this is a great way for them to increase consumer interest in the service they are offering.

When I first read the headline of the article linked above, my mind immediately jumped to the conclusion that Glamour and Google would be charging users for the ability to participate in these hangouts. As different as that is, that in itself could be considered newsworthy and a little innovative. While the ability to start a hangout with anyone is free on Google+, presenting these specific opportunities as premiums would have elevated the brand to a prestige not previously explored.

Instead, Glamour still finds themselves the first movers in an area that could prove to be quite lucrative. Product placement has been increasing in both quantity and quality over the past few years, especially since television commercials are no longer viewed as much as they used to be. Display advertising, the online equivalent of print ads, has very low relative success, as well. Much of it is ignored, since it may not appeal to the Internet user that is seeing it.

For those involved in these hangouts, though, the relevancy of what is being presented can not be questioned at all. If a Google+ user is interested, they will participate, so there would be no waste in promotional coverage. Glamour has everything to gain, though, since their followers and readers will either come to trust their expertise even more or invest in the products that are being presented to them.

It will be interesting to see how other brands might try to explore product placement via social interactions in the future. Google+ hangouts present the most interactive opportunity that could be available to a company right now, and the effectiveness of a brand with actual products to promote, as opposed to partnered brands, could vary based on consumers' reactions.