Google Search Console Now Tracks Social Media & Video Performance
Google Search Console has always been an important tool for understanding how your website performs in Google Search. Now, it’s becoming even more useful for businesses and content creators who rely on social media and video.
Google has introduced new Platform Properties that allow users to see how content from platforms like Instagram, TikTok, X, and YouTube performs across Google Search and Discover.
This update is another sign that social media content and video are becoming increasingly connected to search engine visibility.
What Are Google Search Console Platform Properties?
Platform Properties give you a dedicated space in Google Search Console to monitor the performance of your connected social media and video accounts.
Instead of relying entirely on the analytics provided by each individual platform, businesses can now see how their content is appearing within Google Search and Discover.
The new reporting includes performance data such as clicks, impressions, click-through rate, and average search position. You can also filter performance by search type, including Web, Image, Video, and News.
Which Platforms Can You Track?
Google is currently rolling out Platform Properties for Instagram, TikTok, X, and YouTube.
This gives businesses another way to understand whether the content they’re creating for social media is reaching people through Google—not just through the individual social platforms themselves.
The rollout is happening gradually, so the feature may not be available in every Google Search Console account immediately.
What Can You See?
The new reporting provides several ways to understand how your social and video content is performing.
The Performance report allows you to see important search metrics, while the Insights report provides a broader look at traffic trends and your top-performing content. Google also includes an Achievements section that tracks certain growth milestones based on search clicks.
Together, these reports can help you identify which types of content are gaining visibility through Google.
Why This Matters for Your Social Media Strategy
For years, businesses have largely treated social media and SEO as two separate marketing strategies. This update highlights why that approach is becoming outdated.
Social posts and videos can appear in search results, meaning the content you create on platforms like TikTok, Instagram, and YouTube can potentially reach people beyond the audience already following you.
This makes it increasingly important to think about search intent when creating social content. Using clear language, answering common questions, and creating genuinely helpful content can give your posts more opportunities to be discovered.
Social Media Is Becoming Part of Search
The way people discover information online is changing.
Someone might search Google for a question and find a YouTube video. They might discover an Instagram post through search or come across a TikTok video related to something they’re researching.
Your audience doesn’t necessarily care which platform your content lives on—they care about finding useful information.
That’s why businesses should think about their entire digital presence as one connected marketing ecosystem rather than treating their website, SEO, social media, and video content as completely separate channels.
How to Use This Information
If Platform Properties are available in your Google Search Console account, connecting your social and video profiles can give you valuable insight into how your content is performing in Google Search and Discover.
Google recommends verifying your account and allowing time for data to begin appearing. The new reports may take up to 48 hours to populate once a platform property has been connected.
From there, pay attention to which topics, formats, and pieces of content are generating search visibility. This information can help guide your future content strategy.
SEO Is No Longer Just About Your Website
Your website is still an incredibly important part of your SEO strategy, but your overall online presence matters too.
Creating helpful blog content, optimizing your website, maintaining an active social media presence, and producing valuable video content can all contribute to how people discover your brand online.
As search continues to evolve, businesses that take a broader approach to digital marketing will be better positioned to stay visible.
Why Choose Perfetto Marketing?
At Perfetto Marketing, we look at the bigger picture. SEO isn’t just about adding keywords to a website—it’s about creating a consistent, strategic online presence that helps your ideal customers find you. From website design and SEO to social media management, content creation, and paid advertising, we bring all of the pieces together to create a marketing strategy built around your business goals.
Perfecting the art of marketing. Where style meets strategy.