Google Search Console now shows how your ‘ social ’ media is performing

Google has recently rolled out ‘platform properties’ in Search Console. This allows you to see how your content on Instagram, TikTok, X and YouTube is performing in Google Search and Discover. For the first time, your ‘ social ’ channels and your organic search traffic are all in the same tool. In this blog, you’ll find out what the feature does, what data it provides and how to link your channels.

What are platform properties in Search Console?

Platform properties are a new type of property in Search Console. Whereas previously you could only add and verify a website, you can now also link your social media channels. In this way, Google shows you which search queries lead people to your posts in Search. You don’t need to own a website to use it, which makes it interesting for creators and brands that are primarily active on social . It’s purely about the performance of your content in Google, not your reach within the platform itself.

Which ‘ social ’ platforms can you integrate with?

At present, you can link four platforms: Instagram, TikTok, X and YouTube. This means Google covers the channels where many brands and creators are building their reach. For each profile, you can see how your posts and videos are found via the search engine. Other channels such as Facebook, Pinterest or LinkedIn cannot be added at this stage.

What data do you see in the reports?

Search Console divides the insights across three reports:

How to link your social channels to Search Console

Setting it up is straightforward. Simply follow these steps:

1. Open Search Console and go to the property selector or the verification page
2. Choose the option to add a property and select Instagram, TikTok, X or YouTube
3. Follow the on-screen instructions to authorise the link

Google then collects the data automatically. Bear in mind that it can take up to 48 hours for your first figures to come through, so don’t expect a fully populated dashboard straight away.

How does this differ from previous social media insights?

This feature builds on a previous, automated experiment within your website’s insights report. Google itself linked a ‘ social ’ profile to a site, without you having any control over it. ‘Platform properties’ turn that on its head. You set them up yourself, independently of a website, and you choose which channels to add. So you’re moving from a passive test to a feature that you control yourself.

What to look out for during the roll-out

Before you get too excited and start linking everything together: the feature is being rolled out gradually over the coming weeks. So you may not see the option in your account just yet. Google has only just launched the feature, so expect minor changes and check for yourself that everything works as described. Patience is your best friend here.

Getting started with ‘ social ’ in Search Console

Do you want to finally view web social s and SEO in a coherent way? Link your channels as soon as platform properties appear in your account and see which content delivers the best results via Google. Are you struggling to figure it out, or do you want to build a strategy around it? Get in touch with us; we’d be happy to help you find a solution.