The short version: you can now connect your social profiles to Search Console and see how your social content performs in Google Search and Discover. Not how it performs within each platform, that data stays in Instagram Insights, TikTok Analytics, and so on. Just the Google side. But that turns out to be data most social content teams have never had before.

How to connect a platform property

Inside Search Console, you will find a new option to add a platform property alongside the usual domain and URL prefix property types. Select the platform, go through the ownership verification steps (which vary by platform but generally involve confirming your account via Google’s prompts), and the property appears in your dashboard.

You can add multiple platforms as separate properties. Each shows its own Performance report with clicks, impressions, average position, and click-through rate from Google Search and Discover for content from that profile.

One thing worth knowing: it works even if you do not have a website. A TikTok creator with no associated domain can connect their account and see Google performance data. Search Console has always been a website-first tool, so this is a meaningful change in who it is useful for.

The rollout is gradual. If you do not see the platform property option in your account yet, check back in a few weeks, Google confirmed it is rolling out through the summer.

What you can actually see

The Performance report shows which of your posts or videos appear in Google Search results, what search queries are surfacing them, and impression and click data over time. The Insights tab gives a summary view similar to what Search Console provides for websites, top performing content, notable spikes in traffic, that kind of thing.

Discover data also appears in platform properties, but only for profiles that are already getting Discover traffic. If your content has not appeared in Discover before, that section will be empty until it does.

What it cannot tell you

This is worth being clear about before you redesign a reporting dashboard around it.

Search Console covers what happens on Google. It does not show how your content performs within the social platform itself, no follower growth, likes, shares, saves, or in-platform reach. It also does not show traffic from social platforms to your website; that stays in Google Analytics. And LinkedIn is notably absent from supported platforms, at least for now.

Think of it as one window into one specific question: when someone searches Google, how often does your social content appear, and do they click it?

Where this is genuinely useful

The clearest use case is for brands and creators who are already treating social content as a search channel. If you publish YouTube videos optimised around search queries, you can now see exactly which videos are getting Google Search impressions and for which queries, without switching out of Search Console.

For Instagram and TikTok specifically, the data reveals something many content teams do not have visibility on: Google indexes short-form content and sends users to it. For certain content types, product reviews, how-to content, local recommendations, niche tutorials, this is real traffic that has been invisible until now.

A practical way to use this: connect your main platforms, let the data accumulate for four to six weeks, then compare which content types get Google traction versus which ones perform only within the platform. That split tells you something useful about where to spend your optimisation effort. If your YouTube content gets strong Google Search traffic but your Instagram posts do not, the title and description work you do for YouTube matters in a way it probably does not for Instagram.

The honest caveat

Google has indexed social content for years. What changed is that they made the data visible and structured it in a tool marketers already know. The traffic was always there, for some content types, it has been meaningful for a while. This update does not create a new Google channel so much as it surfaces one that already existed.

If you check your platform property data and see zero impressions from Google, that is also useful information. It means your social content is not showing up in Google Search for your audience, which is a signal either about the content type (some content simply does not get indexed) or about how you are writing titles and descriptions.

Social content is search content more often than most teams realise. This tool makes that measurable for the first time, and for SEO and content teams, measurable is the point.

Editor’s note: This feature is still rolling out gradually and interface details may change. Check the Search Console Help Centre for the latest on supported platforms and verification steps.

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