Your Instagram reel might be working a second shift on Google. Until now, that shift was rather difficult to measure.
On 7 July 2026, Google announced platform properties in Search Console, helping creators and brands understand how their social content performs in Google Search. People searching for tutorials, recommendations and firsthand experiences can discover social posts alongside websites. Brands can now see which searches bring those people to their content.
For Singapore businesses, this opens a useful conversation: which posts keep answering customer questions after their moment in the feed has passed?
What’s New?
Google Search Console supports platform properties for Instagram, TikTok, X and YouTube. Each account or channel gets its own property, allowing you to examine its performance separately.
The feature initially rolled out gradually. Google subsequently announced global availability on 29 July 2026, although some Help Centre pages still carry rollout wording. That distinction matters when reading older tutorials.
The practical change? Your social team can investigate search visibility instead of guessing whether Google noticed that excellent explainer.
How To Connect Your Accounts: Step-By-Step
Use an account with the appropriate ownership or management access.
1. Open Search Console. Sign in and open the property selector in the sidebar.
2. Select Add property. Start the process for adding your social account or channel.
3. Choose your platform. Select Instagram, TikTok, X or YouTube from the supported options.
4. Authorise and verify. Follow the onscreen verification prompts. Google documents direct platform login or an automated connection through an existing website property.
After verification, select “Go to property”. Repeat the process for each account. Allow a few days for reporting data to appear; an empty chart immediately after setup is not a content crisis.
What The Performance Report Shows:
The Performance report gives you the detail behind discovery:
- Clicks: recorded clicks on your content from Google.
- Impressions: recorded appearances of your content.
- Click-through rate: the proportion of impressions resulting in clicks.
- Average position: your content’s average search position.
- Posts and queries: which content and search terms generate traffic.
Filter and sort the data to investigate specific posts or queries. Export it for spreadsheet analysis rather than manually copying numbers into another heroic reporting deck.
Start with a practical question: which posts attract relevant searches? A product demonstration generating buying-related queries may deserve more attention than a broad-interest post with higher impressions.
What the Insights Report Shows
Insights provides the quicker overview: recent traffic trends, top-performing content and how people discover your account through Google. Query themes can help reveal what your audience wants to understand.
Use it to spot content gaining momentum or losing traffic, then investigate the underlying detail in Performance. Google also provides achievements for click-based growth milestones. These celebrate search progress, rather than follower growth.
One reporting wrinkle: the platform Insights summary includes clicks across Google search types, while detailed lists focus on web search. Consequently, individual cards may not add up to the headline total.
How To Use Search Terms To Plan Content:
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Turn Top Queries Into Captions and On-Screen Text
Treat queries as customer language, not instructions to stuff keywords everywhere.
Suppose relevant searches include small office renovation in Singapore. A useful video could explain three layout decisions for compact offices, with that subject stated clearly in its caption and opening text.
You must keep the wording natural and the answer specific. Clear language helps viewers understand the content; repeating the same phrase six times mostly tests their patience.
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Find Video Topics From Queries With Impressions but Low Clicks
High impressions with few clicks deserve investigation. They can suggest an opportunity, but do not automatically mean your hook needs fixing.
Check whether the query fits your offer, which post appears and whether its average position explains limited clicks. Then review the promise the content makes.
Someone trying to figure out office renovation costs in Singapore may find a clear budget breakdown more helpful than a stylish renovation reveal. Let the question shape the substance.
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Match Social Topics With Blog Topics: One Keyword, Two Formats
Build complementary answers around one relevant search theme.
A short video on website redesign in Singapore could explain three warning signs. A blog could cover planning, costs, timelines and protecting existing search visibility.
At RHAD, we connect social media strategy with SEO so both formats support the same customer need. Each format should offer something useful to the audience.
A Monthly Social-Search Routine For Singapore Brands:
1. Compare consistent periods. Review the latest complete month against the previous month.
2. Check local relevance. Look for Singapore-related intent and distinguish it from broader APAC interest.
3. Shortlist opportunities. Select three useful query themes and three posts worth investigating.
4. Plan specific actions. Create a follow-up video, improve an editable caption or commission a supporting blog.
5. Record and review. Note changes, then assess search results alongside platform engagement and business enquiries.
Keep the output manageable. A monthly review should produce decisions, not another spreadsheet nobody opens.
Limitations To Know:
The launch was gradual, but Google has since announced global availability. New properties still need time to accumulate data.
These reports measure Google discovery, rather than activity inside Instagram or TikTok. Discover and Google News reports may also appear where content receives traffic from those surfaces. Keep native analytics for reach, saves, watch time and engagement.
Adding a property enables measurement; it does not itself improve search rankings.
Conclusion:
Your search queries can give your next content meeting a better starting point than “What should we post?”
At RHAD, we bring social strategy, SEO and creativity together to build content around real audience questions. Bring us your reports, your goals and your content challenges. We’ll help shape the next move.
