The feature is called Collections and looks like Pinterest. Google+ users can create groups of photos, videos and links to share with the people in their Circles. People can follow all your public collections or just the ones they like.
Posts in collections you follow will appear in your Home stream, with a link to easily jump right into the collection so you can get to similar content from that author.
Google+ is estimated to have between 4m and 6m active users, compared to 1,44bn active users on Facebook, so this feature may help them make up ground on the major social networks.
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