What is Google Search Console Platform Properties?
Google just quietly handed search marketers something genuinely useful…
Google has introduced a new property type in Search Console called ‘platform properties’, and it does something the tool has never done before: it shows you how your video and social content (Instagram, TikTok, X and YouTube) performs in Google Search and Discover.
*EDIT – lots of conflicting reports about this, appears it may be only for US accounts over 100k followers… more to come soon. (8 July 2026)
Why GSC Platform Properties matters
Social content has always had a second life in search. Someone Googles a product, a how-to, or a person, and a TikTok or YouTube video appears in the results.
We've all known it happens. What nobody could do was measure it, because Search Console only ever understood websites you owned and could verify.
Platform properties are the next step. It appears you can now connect a social account you have no developer access to, verify it, and see the search data behind it.
That means you can finally answer questions like:
What search terms are bringing up our Instagram posts?
How many people are finding our YouTube content through Google?
Does our social content show up anywhere beyond the feed?
The answer is probably a resounding yes.
What you actually get
Once verified, your social accounts appear in the SEO reports on GSC.
The Performance report shows clicks, impressions and the specific queries driving traffic to individual posts, all filterable and exportable. The Insights report gives you a high-level view of traffic trends, your top-performing content and how people discover your account on Google. There's even an achievements section marking milestones like new click thresholds.
In practical terms, you can see which keywords lead people to your social content and adjust titles, descriptions and bios accordingly.
How to set up Platform Properties?
Open your Search Console
Go to the property selector and click "Add property".
Choose your social platform, and then follow the verification steps to authorise the connection.
One caveat: the rollout is gradual over the coming weeks, so don't panic if the option hasn't appeared in your account yet. Keep checking back.
The bigger search picture
This is Google formally acknowledging what we’ve felt for a while: search is more than a search engine, social search is part of an an online presence.
Audiences increasingly find brands through short video and social feeds, and discovery is fragmented across platforms.
If you're producing social content and reporting on it purely through platform analytics, this could be a really useful tool.