Search Console adds social and video platform reports

Google has added a new property type to Search Console that reports how content on Instagram, TikTok, X, and YouTube performs in Google Search and Discover. Announced on 7 July 2026, the platform properties give brands a consolidated view of the search terms and traffic driving people to their social and video posts, a channel Search Console had not given brands a dedicated report on until now.

What happened

According to Google Search Central, platform properties let you see which queries lead people to your Instagram, TikTok, X, and YouTube content on Search, alongside how your audience interacts with those posts. The Performance report shows total clicks, impressions, and related metrics, filterable by post and by query so you can see which content and search terms drive the most traffic. The Insights report gives a higher-level read on recent traffic trends, top-performing posts, and how people discover your account through Google. Google said the property type is rolling out gradually over the coming weeks, so access will arrive for different accounts at different times.

Why it matters

Brands have long known that their social and video content surfaces in Google results, but they had no way to measure it inside Google’s own tools. That left a real slice of branded discovery invisible to the teams responsible for it. A dedicated report on clicks, impressions, and queries turns that guesswork into data, and it does so for the platforms where much branded content now lives rather than only for the owned website.

What this means for multi-location brands

For a central marketing team, the value is a cross-channel picture of branded search. When a customer searches your brand and a TikTok clip or an Instagram post answers them in Google, that discovery now shows up next to your website and your location listings instead of vanishing into platform-only analytics. Read it alongside your location-level data so the whole branded footprint sits in one place: pair platform properties with performance insights from your listings, and treat organic social as part of the same estate you already run through local social media management rather than a separate silo. For brands pursuing enterprise SEO across many markets, the per-query breakdown shows which social content earns branded search attention in each one, so effort follows evidence.

“platform properties, a new Search Console property type to help site owners and creators understand how their social and video posts perform on Google Search and Discover”

Google Search Central

The bottom line

Search Console now measures the social and video content that has always shaped branded discovery but never showed up in the reports. As the rollout reaches your properties, fold it into how you track brand visibility so social, website, and location data finally read as one story.