MOUNTAIN VIEW, California – Google has introduced a new feature in Google Search Console that allows creators and publishers to measure how their content performs across major social media and video platforms through Google Search, marking another step in the company’s effort to broaden how online visibility is measured.
The new feature, known as Platform Properties, gives eligible creators and publishers a consolidated view of how audiences discover their content on Instagram, TikTok, X (formerly Twitter) and YouTube through Google Search. The rollout is expected to take place gradually over the coming weeks.
Okay News reports that the update extends Search Console beyond traditional website analytics by enabling creators, including those without their own websites, to understand how Google users engage with their social media posts and videos.
Google said the enhancement reflects changing user behaviour as more people consume content across multiple platforms rather than relying solely on websites.
“Content creators and publishers use many channels beyond their own websites to reach their audiences,” Google said while announcing the feature.
“As people gravitate towards first-hand perspectives and different content formats, we want to make it easier for site owners and creators, even those without their own website, to get a consolidated view of how all of their content is getting discovered on Search.”
With the new platform properties, users will be able to identify the search queries driving traffic to their social media profiles, monitor audience engagement with posts surfaced in Google Search, and evaluate how different types of content perform across supported platforms.
The feature complements Google’s broader strategy of improving creator visibility within Search. Earlier this year, the company introduced Search Profiles, allowing eligible creators and publishers to build customised public profiles that showcase articles, videos, social media posts and official links directly within Google Search results.
Industry observers say the latest Search Console enhancement reflects Google’s recognition that search visibility increasingly extends beyond conventional web pages to include social-first and video-based content.
For publishers, digital marketers and content creators, the update provides a more comprehensive understanding of how audiences discover content through Google’s ecosystem, offering additional insights that can inform content strategy across multiple digital channels.
