Google has gone through several refreshes of Google+ over the past few years, however the fact that Google is continually refining it's social network means that it's here to stay for the foreseeable future.
Google says that it spent some time analysing feedback between July and November this year and as a result has come to the conclusion that Communities and Collections are features that users keep going back to and enjoy using. Communities averages 1.2 million new joins per day. Collections, which was only launched a few months ago, seems to be growing faster still.
If the concept of Communities and Collections sounds a little familiar, then it's because this is one of the reasons for success of networks like Pinterest. People seem to love engaging with groups that share the same interests as themselves.
Google+ has had some user interface refinements which coincide with the changes, in fact in the Google blog post introducing the changes the refinements are explained as being more user friendly, especially for those on mobile devices and tablets.
It remains to be seen how the Google+ changes announced this time will fare, however Internet Marketers are already starting to make use of the new format, especially using Communities to build audiences interested in their niches.