Google Search Console adds social, video platform properties

Image credit: Search Engine Journal

Google announced Tuesday that its Search Console will now support “platform properties” for major social media and video platforms, allowing creators to monitor content performance on Google Search and Discover.

The global expansion enables individuals and organizations without traditional websites to gain insights into how their content on platforms like Instagram, TikTok, X, and YouTube performs within Google’s search ecosystem.

Moshe Samet, product manager lead for Search Console, stated the new feature includes Performance reports, which detail clicks, impressions, and other key metrics for content. Users can also access Insights reports to understand traffic patterns and identify successful posts.

Samet added that the platform properties will also feature Achievements, designed to track milestones for creators.

This initiative builds upon an experimental integration of social channel data that Google began in December 2025, distinguishing it from existing “Search profiles.”

The company said in a statement that the new platform properties will be rolled out gradually over the next few weeks, making these analytical tools accessible to a broader range of digital content creators.

The move represents a significant step by Google to acknowledge and integrate the growing volume of content originating directly from social and video platforms into its search analytics tools.

Previously, Search Console primarily catered to website owners, providing data on how their web pages appeared and performed in Google Search results.

The updated functionality is expected to empower creators on platforms like YouTube and TikTok to better understand their audience reach and engagement directly through Google’s analytical suite, without needing to own a separate website.

This development could also influence digital marketing strategies, as content creators and brands may now leverage Google Search Console‘s data for optimizing their social media and video content for better visibility in Google Search and Discover feeds.

Source: Search Engine Journal