A new Search Console feature lets marketers see how their Instagram, TikTok, YouTube and X posts perform in Google Search — most brands haven’t checked it yet.
Google confirmed on July 29 that its new “Platform Properties” reporting in Search Console is now available globally, after first announcing the feature earlier in the month. The tool lets brands connect their social accounts and see how individual posts are being discovered through Google Search, Discover, and Google News — not just within the social apps themselves.
Thomas Phillips, Founder of DTC SEO Agency, calls it a long-overdue fix for a major blind spot in cross-platform marketing. Brands have always known their TikToks and Reels could surface in Google, he says, but they’ve had almost no visibility into which posts were appearing, what people searched for, or whether anyone clicked.
What brands can measure
Platform Properties currently supports Instagram, TikTok, X, and YouTube. Once an account is verified, brands can see:
- Total clicks from Google
- Search impressions and average position
- Click-through rate
- The specific posts driving traffic
- The search queries surfacing that content
- Trends across Search, Discover, and Google News
Google notes Discover/News data only appears if content has actually earned traffic from those surfaces, and it may take several days for data to populate after connecting an account. This is additive to social-native analytics, not a replacement — it shows how content performs on Google’s surfaces specifically.
Five things to check first
Phillips recommends connecting every eligible account separately, then reviewing:
- Which posts get the most Google impressions — deep impressions with low clicks often signal content that’s already ranking but needs a stronger title or hook.
- What searches are triggering the content — comparing actual queries to what the brand intended to target can surface unexpected customer language, pain points, and content ideas.
- Whether older posts are regaining traction — social content doesn’t always die after 48 hours; Search Console can reveal seasonal or resurfacing demand worth a follow-up.
- Which formats perform best in Search — short-form may win on-platform reach, while long-form YouTube content earns more sustained Search traffic, which should inform where production time goes.
- Whether edits actually move the needle — using Search Console annotations to track title/caption changes gives teams a more disciplined way to test social SEO instead of guessing.
The bigger shift
Phillips sees this as further proof that SEO, social and content marketing are converging: Google is signaling that searchable content doesn’t need to live on a traditional website, and younger audiences increasingly find product answers on TikTok or YouTube before a blog post. But he cautions against over-rotating toward social: brands don’t own their audience on these platforms, and algorithms and access can shift overnight. The better play is using this new data to identify what resonates, then building it into owned content and landing pages.
How to connect an account
In Search Console: select the property dropdown → “Add property” → choose Instagram, TikTok, X or YouTube → complete verification. Repeat per account. Google checks ownership periodically, and access pauses if a connection lapses until re-verified.
About the Author
Thomas Phillips is the founder of DTC SEO Agency, an SEO agency specializing in e-commerce and DTC brands (dtcseoagency.com). Google announced Platform Properties on July 7, 2026, and confirmed global availability on July 29, 2026.