Google has rolled out the Platform properties feature globally to all Google Search Console accounts, letting you track the performance of your social media and video content platforms in Google Search.
Platform properties is a way to see how well your social and video content is performing within Google Search, across four platforms:
| Platform |
|---|
| TikTok |
| X |
| YouTube |
Google's announcement:
"Earlier this month, we announced platform properties for Search Console, allowing you to track how your social and video posts on Instagram, TikTok, X, and YouTube perform on Google Search, Discover, and Google News. Today, platform properties are globally available to everyone."
Coverage spans Google Search, Discover and Google News.
Google also released a new help document to help you understand the data in these reports.
"We're also publishing a new guide on how to analyze your social and video content performance."
It explains:
Previously, Google has not given us a real way to see how our content performs on domains/properties we do not own.
But now we have access to see how our content performs on domains and properties we do not have developer access to.
The point is seeing social performance through a search lens for the first time. Native platform insights show performance inside that app. This shows how that content performs in Google Search, Discover and News — a different question entirely.
Capture the queries sending people to your posts. This is the most operationally valuable part: social content planning can now be driven by search demand.
Invert the "properties you don't own" framing. Search performance for your Instagram and TikTok accounts was a blind spot — its opening also means social content's search contribution went entirely unmeasured until now.
Use the format comparison. One of the five documented capabilities: comparing which format captures search for the same topic.
Make it a shared metric between social/creator and SEO teams. The structural problem of separate budgets and goals is covered in 82% of AI Citations Point to Earned Media — this feature is the data foundation for that shared reporting.
Treat YouTube as a search asset — see 200,000 Impressions in 11 Days.
Distinguish this from attribution. The data is impressions and clicks in search, not conversion contribution — read alongside Attribution vs. Incrementality.
A feature for tracking how your social and video posts on Instagram, TikTok, X and YouTube perform on Google Search, Discover and Google News. It is now available globally to all Search Console accounts.
Instagram, TikTok, X and YouTube.
Understanding your search audience, finding trending content, analyzing content across platforms, optimizing existing content, and comparing formats.
Google previously offered no real way to see how your content performs on domains and properties you do not own. Now you can see search performance on third-party platforms where you have no developer access.
To apply what you just read to your own site, start with a free audit of where things are now.
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