Orkut is closing down

Opinions: 

Travel Tech

The news has been announced two weeks ago that Google will close the social network Orkut by 30 September 2014. Orkut was very popular in Brazil and India before being overtaken by Facebook (TheNextWeb).

WHAT WAS ORKUT?

Originally, Orkut was developed by a Google employee, Orkut Büyükkökten, as a “20% project”, which allows Google employees to dedicate one fifth of their working time on their own projects. The social media network was launched in 2004, the same year than Facebook. Orkut and Facebook are very similar in terms of their goals: connect people and friends.

Orkut was one of the first social platforms having success in India and Brazil. In May 2014, 48.4% of traffic came from Brazil and 14.9% from India. The Brazilian community was so large that Google decided in 2008 to manage and provide Orkut via Google Brazil.

In 2007, traffic to Facebook and Orkut was similar, but since then Facebook has surpassed Orkut, even in Brazil and in India. At the end of 2013, Facebook accounted for 1.15 billion monthly active users, whereas Orkut accounted only for 44 million.

GOOGLE'S FOCUS ON GROWING SOCIAL PLATFORMS

According to Google, Orkut’s community was not growing as fast as other social platforms, such as YouTube, Blogger and Google+. Also, since the launch of the social network Google+ in 2011, Orkut has lost its specificities within the Google environment. Orkut was even redesigned to look more like Google+. With YouTube, Blogger and Google+, Google can offer integrated services on separate platforms. Google's goal has doubled: to keep users in a Google environment and to multiply platform for advertising.

OPPORTUNITIES AND CHALLENGES

The shutting down of a still popular social platform shows the growing concentration of the social media market. Whereas some years ago, the trend was to multiply and test platforms, now big players want to focus on a few profitable platform, making them grow in terms of audience and services, specialising each of them and making a link between them to keep their audience in the same environment.

Discussion

comments powered by Disqus

More from #DTTT

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
  • influencer experiences
    In May we present:
    Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm

    Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.

    #influencer experiences #storybase #influencer marketing #influencer
  • In May we present:
    Meet…the digital team of VisitOSLO

    This year’s #DTTTCampus is just over a month away and we’re getting excited to mingle with the industry’s best DMO experts in Oslo. As our host city, we wanted to catch up with VisitOSLO’s digital team; Widar Pastoor, Creative Project Manager and Kjersti Stensrud, Editor and Content Manager.

    #oslo #dtttcampus ##VisitOslo #AR #augmented reality #technology
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge