Google adds Search data for creators’ social and video accounts

Google announced a Search Console feature that will show creators and publishers how people find their social and video content through Google Search. The company says the tool will help account owners see which search terms lead users to posts and videos on platforms beyond their own websites.

The feature, called “platform properties,” will cover Instagram, TikTok, X and YouTube content, according to a Google Search Central blog post. Google says creators and website owners will be able to view search queries tied to those accounts and see how audiences interact with their posts after finding them on Search.

Google said the feature is meant to give publishers and creators a combined view of how their work appears in Search across different places online. The company said creators now use multiple channels to reach audiences, and it wants the data to be available even to creators who do not have a standalone website.

What the tool will show

Google’s announcement says platform properties will give account owners more detail about discovery on Search for supported social and video services. The company framed the update as a way to bring off-site content into the same reporting system many site owners already use.

• Google says creators can track search terms that bring users to their Instagram, TikTok, X and YouTube content.
• Google says the feature will show how audiences are interacting with posts found through Search.
• Google says the reporting is intended for creators, publishers and site owners, including those without their own websites.

The update builds on another Search change reported by The Verge in June. According to The Verge, Google began allowing large creators and publishers to claim dedicated profiles in Search that can include links to other platforms and pinned videos from TikTok and Instagram.

Google’s latest move places more creator-facing data inside Search Console, which the company uses to report how content performs in Search. Google did not announce additional supported platforms beyond Instagram, TikTok, X and YouTube in the blog post cited by The Verge.

Google says platform properties will roll out gradually over the next several weeks. The company did not give a specific date for when every eligible creator or publisher will see the feature.

This story draws on original reporting from The Verge.