Google Discover Brings Social Posts Into Search

If you’ve ever scrolled through Google Discover on your phone, you know it’s a mixed bag of news, articles, and occasionally a blog (might even be where you found this) that matches your interests. That’s about to change, and here’s why it’s exciting for marketers. Google’s recent announcement has made it clear Discover will now include posts from social platforms like Instagram and X, plus users will be able to follow creators directly on Discover.

In the grand scheme of things, this might look like a small update, but it speaks volumes.

There’s a clear overlap of search and social starting to happen. The line between the two worlds is slowly getting thinner, and that can change everything for businesses. Social media may no longer be a separate silo for your online presence. If your posts can now sit side by side with a news story, they need to be just as valuable and eye catching in order to compete for attention.

Why this matters

For marketers, this update means your social content isn’t just locked to your followers anymore. A single Instagram post could end up in someone’s Discover feed while they’re browsing for industry news or checking the latest football scores. That’s a new route to visibility — but also a reminder that every post has to carry more weight.

Search and social are blending

For years, SEO and social were seen as separate jobs. With Google Discover pulling in Instagram and X, that line is blurring. It’s not just about hashtags or trending sounds anymore. Things like your captions, first lines, and alt text could end up influencing how visible your posts are. If your teams already think about search and social together, you’re in a strong position.

What good content looks like in Discover

To make the most of this shift, posts need to stand out in a feed full of serious competition. Think about:

• Strong visuals that can hold their own next to high-quality editorial.

• Captions with intent, using natural keywords without forcing them in.

• Genuine value - whether that’s insight, a tip, or a clear point of view.

This isn’t about posting more, it’s about posting better.

Looking ahead

Discover is just the latest example of how platforms are crossing into each other’s space. The future looks less like “search vs social” and more like a blended ecosystem where everything connects. For brands and agencies, the challenge is making content that works in both worlds - relevant enough to be discovered, engaging enough to keep people watching, and consistent enough to build trust.

The opportunity? Your content now has more ways to reach fresh eyes. The real question is whether it’s strong enough to deserve that spot in someone’s Discover feed.