In 2014, Mark Traphagen predicted that "Google+ the social network and user data infrastructure of Google is not going away" and "the Google+ project has been an incredible success because it drove the unification of Google products."
As it turns out, Google+ happened to follow in its predecessor's footsteps and is officially defunct.
As it turns out, the struggles seemed to continue. There were constant issues of cyberbullying and harassment.
The apps closed down one after another. Secret dissolved in 2015 and YikYak shut down in 2017.
And it looks like Whisper is on the same trajectory. In 2017 the app had to lay off 20% of its employees to save the company. Now, they're having privacy issues. According to "The Washington Post", private data was publicly available.
Plus, the app continues to fall in popularity, landing at 122nd in social networking in the iPhone app store.
Although it can be hard to admit, marketers don't always get it right. And that's okay. All we can do is use the data available to forecast industry trends so we can plan for the future.
Originally published Apr 1, 2020 4:30:00 AM, updated April 01 2020