Google is making a major update to its Discover feed, now integrating posts from social platforms like Instagram and X (formerly Twitter), while testing a new "Follow Creator" feature. This move aims to centralize how users interact with creators, giving content producers new visibility and engagement tools across Google's ecosystem.
For creators, this development means more of their content—including social posts—can surface directly in Discover, which is accessed by millions of mobile users globally. Previously focused on news and blog content, Discover now taps into the real-time, creator-driven content that dominates social feeds.
The addition of a "Follow Creator" button signals Google's intent to compete more directly with social media platforms by building loyalty around individual creators. It's likely to tie into YouTube subscriptions and Google’s broader content ecosystem.
This shift opens new SEO and discovery opportunities. Creators should ensure their social content is public, well-tagged, and linked to their core platforms like YouTube or blogs. The more coherent your digital identity across Google and social media, the more likely your posts are to surface in Discover feeds.
For content marketers and independent creators alike, Google Discover could become a new driver of organic reach—without relying entirely on platform algorithms.
