Search Meets Social: How Google’s New Search Console Reporting for Social Media Changes the Game
Google's latest Search Console update is another sign that search and social are becoming increasingly intertwined. Google has announced new reporting that will show how social and video content from platforms including Instagram, TikTok, X and YouTube performs in Google Search and Discover, including the search queries driving clicks.
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Read the announcement here: https://developers.google.com/search/blog/2026/07/search-console-social-video-platforms.
We don't have access to the feature just yet as it's still rolling out, but the direction of travel is already clear.
For brands, this isn't just about having more data.
It's about breaking down the silos between SEO, organic social and paid social.
- SEO teams will have richer insights to better align content strategies with wider marketing plans, using search data to inform decisions across channels.
- Organic social teams will gain a clearer understanding of which topics and search queries are driving discovery across different platforms, helping create more informed, channel-specific content.
- From a paid social perspective, the new reporting adds another layer of audience intent. Seeing the Google searches that lead people to social content can help refine messaging, creative and audience strategies, ensuring campaigns better reflect what potential customers are actively looking for.
The biggest takeaway?
Search and social are no longer separate disciplines. They're part of the same discovery journey.
As this feature rolls out, we're looking forward to testing it and exploring how these new insights can help brands build more connected SEO, social and content strategies.