Google’s new ‘Create’ initiative may just be what it wants Google+ to evolve into

After deciding to position Google+ around interests and communities, Google is making its largest push yet with a new site dubbed ‘Create.’

What Create (actually ‘crea+e’ in Plus-speak) hopes to do is source thought leaders around topics. Those who create themed Google+ collections with high quality content weekly are eligible to be part of the create program.

Create also uses Google+ Collections as its platform. If you’re not familiar, collections is a pretty straightforward approach to creating a folder for things that interest you.

Collections is open to anyone. Create, on the other hand, is positioned for those who may be creators. You or I could go to a car show and take stellar images of classic muscle cars for a Collection, but a mechanic documenting a rebuild of a ’75 Corvette would be better qualified for Create.

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There’s no sole focus for create, either. So far, Google has mountain climbers, photographers, developers and chefs contributing to create. Rather than pigeonhole it to a genre, Google is making Create about interests.

For those contributing to Create, Google is offering perks like sneak peeks at beta Google+ features and profile verification.

For now, it’s a burgeoning effort on Google’s part, but will likely shape Google+ for the foreseeable future. If the company is as serious about framing Google+ as a place where people with similar interests can gather, this is probably the best way to get there.

➤ Create [Google]