Dive Brief:

• For its latest feature, Google+ is drawing inspiration from Pinterest Boards by allowing users to organize and curate content by topic. 
• Google+ "Collections" will allow marketers to deliver feeds surrounding different topics—something that required separate accounts previously. 
• One of the goals of Collections is to help Google+ users connect around shared interests. 

Dive Insight: 

Goolge+ is struggling amid rumors that it may be splitting into separate entities: one for photos and one for streams. Collections could be an attempt to hold the social platform together through a more visual way to share content.

Part of Google+'s criticism in the past has been its similarity to Facebook. The site may now be called out on Collections' similarities to Pinterest. For marketers still keen on using Google+, Collections could be a useful way to share brand relevant material and connect with users interested in particular topics.