Google has added platform properties to Search Console, giving creators and businesses a new way to see how their Instagram content performs in Google Search. The feature lets you connect an Instagram account and see impressions, clicks, search queries, average position, and which individual posts are getting discovered through Google. Google announced the feature on July 7, 2026, and its documentation now lists Instagram, TikTok, X, and YouTube as supported platforms. Google for Developers
This is important because it connects two things that businesses have traditionally measured separately: social media and SEO. A welding shop might discover that people are finding an Instagram post through searches for "custom aluminum welding," "mobile welding Pittsburgh," or a specific piece of equipment. That information can then influence future Instagram content, website pages, and even the words used in project descriptions. The platform property measures performance on Google, not Instagram itself, so it does not replace Instagram Insights. Instead, it gives you another piece of the puzzle: what people are searching for when your social content appears in Google. Google Help
What this means for your business
If the Platform Property option is available in your Google Search Console account, connect your Instagram account and start watching the search queries that bring people to your content. Don't worry about drawing conclusions from the first few days. Give it time to collect data, then look for repeated search terms. Those terms can become future post topics, Reel ideas, website pages, and service descriptions.
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This is exactly the kind of platform change we want to bring to STM+. It isn't just another Instagram feature. It creates a connection between social media, Google search, and business growth. Those connections are where the more interesting opportunities are starting to appear.
Slag Tag Media will keep watching those changes and translating them into practical information for people running real businesses.