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Google announced a change to Google Business Profiles (formerly known as Google My Business profiles) which will draw more social media content into search results.

Image Source: Krystal Taing on LinkedIn

The change would apply to the Knowledge Panel for each brand—which refers to the sidebar of business information that you see when you search for a company by name.

The new update means that potential customers who find your business via Google Search will now potentially see a selection of your brand’s posts from Instagram, Facebook, LinkedIn, and other social media channels.

Google Business Profile expert Krystal Tang shared a video example of how the update looks in the wild:

The change requires that your Google Business Profile is directly linked to any applicable brand social media pages. This can be done under Edit Profile > Business Information > Contact. These social sites are currently accepted:

• Facebook

• Instagram

• LinkedIn

• Pinterest

• TikTok

• X (formerly known as Twitter)

• YouTube

“Business Profiles with an associated social media link may find their social media posts surfaced on their Business Profile automatically.”

— Google Help

See the Google Help page for more information.

Why it Matters

This update allows businesses to offer a more dynamic and engaging snapshot of their brand to potential customers online. This could translate into higher engagement rates and conversions.

The key takeaway here is the enhanced capability for businesses to display their active social media presence, keeping both existing and potential customers updated with the latest happenings, offers, and more.