I’m seeing Google Search Console get a useful new reporting layer for social and video content through what Google calls platform properties. This gives me a way to understand how my content on Instagram, TikTok, X, and YouTube is performing in Google Search.
The big change is that I can now connect supported social or video accounts to Search Console and see how people find that content through Google. Instead of only analyzing websites I own or manage directly, I can begin looking at search visibility for content hosted on third-party platforms.
Google said this update makes it possible to track which search terms lead people to Instagram, TikTok, X, and YouTube content in Search, along with how audiences interact with those posts. I’ll be able to review this data inside the performance report, insights report, and achievements sections of Google Search Console.
In the performance report, I can review total clicks, impressions, and other key metrics. I can also filter and sort the data to see which posts and queries are driving the most traffic, and if I want to analyze it somewhere else, I can export the data.
In the insights report, I can get a higher-level view of recent traffic trends, top-performing posts, and the ways people are discovering my account through Google Search.
The achievements section adds another useful angle by helping me track growth milestones, such as reaching a new threshold for total clicks from Google Search over the last 28 days.
This feels similar to the social channel details that previously appeared in Search Console insights, but platform properties look like a more direct way to verify and analyze these accounts.
To set this up, I need to verify a platform property inside my Google Search Console account. I can start by opening Search Console, going to the Search Console verification page, or using the property selector dropdown anywhere in Search Console and choosing “Add property.”
From there, I select one of the currently supported platforms: Instagram, TikTok, X, or YouTube. Then I follow the onscreen verification steps to securely authorize the connection.
Google said platform properties will roll out gradually over the coming weeks, so I may not see the option in my account right away. For setup details, Google points users to its help center documentation. The help document had briefly appeared a few weeks earlier before being removed, so this release makes the feature official.
This is also different from Google’s search profiles feature, which has its own analytics.
What stands out to me is the access this gives marketers, creators, and SEOs. Google has not traditionally given us a clear way to see how our content performs on domains or properties we do not own. With platform properties, I can finally start seeing how my social and video content performs in Google Search, even when I do not have developer access to those platforms. That opens up a much better view of search-driven visibility beyond my own website.
Inspired by this post on Search Engine Land.
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