Google Search Console has officially expanded beyond traditional websites. With the global rollout of Platform Properties, content creators, social media managers, and SEO professionals can now track exactly how their social and video posts perform across Google Search, Discover, and Google News. Whether you operate a standard site or strictly create content on third-party channels, this new feature bridges a massive gap in digital marketing data.
Supported Platforms and Core Features
The update natively supports four major networks: Instagram, TikTok, X (formerly Twitter), and YouTube.
By securely connecting these accounts through the Google Search Console Verification Page, users gain access to a powerful suite of native reports:
- Performance Report
View critical metrics like total clicks and impressions to see which specific queries drive users to your social content. - Insights Report
Analyse top themes and high-level traffic trends to see how audiences discover your profiles. - Achievements
Track overall channel growth and celebrate milestones when your posts cross major search volume thresholds.
5 Ways to Optimise Your Content Strategy
Alongside the global launch, Google released an analytical guide detailing how to transform these search metrics into actionable results:
1. Understand Your Audience: Use query groups inside the Insights report to identify search themes, providing data-driven inspiration for future captions and hashtags;
2. Spot Trends Early: Apply a 24-hour filter to capture sudden traffic spikes to recent posts, allowing you to cross-promote trending videos while momentum is high;
3. Cross-Platform Analysis: Export data into spreadsheets to compare your side-by-side performance across YouTube, Instagram, X, and TikTok;
4. Mine Historical Catalogues: Identify older archived posts regaining search traction, allowing you to pin them or expand them into multi-part series;
5. Evaluate Video Formats: Contrast the search visibility of short-form content versus long-form videos by utilising page filters and comparison tools.
Connecting your social channels to Google Search Console takes only a few minutes and offers an entirely free data layer to maximise your digital reach. Take advantage of Platform Properties today to uncover the exact search intent driving your social ecosystem.
If you want to know more about how tracking your social and video content on Google Search could help your business, please get in touch.