Google has started embedding Soundcloud’s popular streaming audio widgets into Google+, as it looks to increase engagement on its social network.
Back in May, SoundCloud gave its 40 million users the option of signing in using their Google+ accounts.
Now, Google is letting its 343 million active Google+ users embed SoundCloud tracks, making SoundCloud the first third-party developer to plug in playable audio within the social network.
Previously, listeners clicking on a SoundCloud link in Google+ were diverted away from the page to wherever the track was embedded.
To kick off the new feature, a handful of artists have embedded tracks into their Google+ pages, including Armin van Buuren, Snoop Lion and Pearl Jam. Van Buuren is debuting an exclusive premiere snippet of "Beautiful Life" (Kat Krazy Remix), featuring Cindy Alma. Pearl Jam is posting "Mind Your Manners," the first single from their new record, "Lightning Bolt." And Snoop is embedding "The Good Good."
"We want SoundCloud creators to be heard everywhere," said Manolo Espinosa, SoundCloud's Vice President of Platform."A critical part of that strategy is strengthening relationships with key technology leaders such as Google+. This integration makes it easier for creators to build an audience and share their sounds."
Google+ has racked up half a billion registered users and 343 million active users, according to a report from GlobalWebIndex, making it the world's second largest social network after Facebook.