What are platform properties?
Google Search Console can now measure how content on Instagram, TikTok, X and YouTube performs directly within Google Search and Discover. The feature, announced by Google on 7 July 2026 and called platform properties, is a new property type sitting alongside the familiar domain and URL properties and for the first time, it gives creators and brands without their own indexed website a way to see their content’s Search performance too.
This gives us the ability to measure Impressions, clicks, top queries, and your best-performing posts, all now accessible within GSC. It’s rolling out gradually, so don’t be surprised if the option isn’t in your account yet.
Why this matters
Discovery no longer happens on-site alone. Search is fragmenting across platforms, and this update is Google confirming something our Digital PR and Organic Performance teams have been building strategy around for a while: Search and social are now two entry points into the same discovery journey, not two separate disciplines.
What it means for you
- Search and social teams must work together, not in silo. Both are chasing the same goal of discovery but just from different angles. Not collaborating means duplicating effort and missing the bigger picture.
- All content (from on-site to social) needs to be built for human-first, not platform-first. The content that wins is the content that resonates with audiences – not the content optimised for a single platform’s algorithm.
Smarter measurement
Performance must be measured cross-platform, not channel only. A user’s route to discovering a brand increasingly crosses multiple platforms like social, video and search before it touches your website alone.
**bonus, creator partnerships will become more measurable from a discovery perspective. With the GSC update now giving us the ability to show when creator content is surfacing in Google Search (AI overviews included)
“This update reinforces that search and social teams can no longer afford to work in silos – collaboration is now essential to achieving the same goal: increasing brand discoverability through both on-site and social content.”
