Olhar Digital guides users on how to feature their content in Google search

Creators and editors will receive a new way to find out how users discover their content through the Google search engine. The company has implemented a feature in Search Console that reveals which specific search queries drive users to profiles on social networks such as Instagram, TikTok, X, and YouTube.

Platform Properties Feature

This new tool, called 'platform properties,' will be integrated into Google Search Console. It will allow tracking of keywords that direct users to social media pages. With this data, authors can identify topics generating the most interest and understand which searches help attract an audience to their digital channels. The goal is to consolidate information from various points of presence into a single space.

Analyzed Platforms and Goals

Among the platforms that can be analyzed are Instagram, TikTok, X, YouTube, as well as other content related to creators' digital presence. This initiative is part of the company's efforts to turn search into a central hub for monitoring online presence. Previously, in June, Google already allowed major authors and editors to register their own profiles in search with links to other networks and highlighting videos from TikTok and Instagram.

Expanded Capabilities for Creators

The new resource now adds information on how audiences discover these posts. The tool is also useful for specialists working with multiple digital channels, including those without their own website. Google emphasized that 'content creators and editors use various channels besides their own websites to reach their audience.'

Availability of the New Tool

According to the company, understanding how different content formats are discovered has become particularly important amid the rise in search queries related to videos, opinions, and materials published on various services. In an official statement, Google explained that 'as people search for original sources and diverse content formats, we want to make it easier for site owners and creators—including those without their own website—to get a consolidated view of how all their content is discovered in Search.' The platform properties feature will be gradually available over the next few weeks, allowing authors and editors to better control how their publications reach the public.

The way people form their opinions is being profoundly influenced by digital content, a phenomenon that manifests in the daily habit of checking platforms such as Instagram, TikTok, X, YouTube, WhatsApp, Reddit, Snapchat, news portals, search engines, and AIs before even starting the day.

Internet Use in Brazil

Data provided by DataReportal indicates that by the end of 2025, approximately 185 million individuals were using the internet in Brazil. In October of the same year, the country already registered 150 million social media user accounts, representing over 70% of the total population.

Algorithmic and Media Influence

Although people believe they have the autonomy to form their own opinions by consuming diverse sources, they are constantly bombarded by media outlets, media conglomerates, influencers, and content creators with viral topics, sensational calls (clickbaits), repetition of trends, and obvious facts. All of this is mediated by a hidden algorithmic network, increasingly sustained by generative AIs.

Generative AI in Routine

The TIC Domiciles 2025 survey revealed that generative AI is already integrated into the routine of 32% of internet users in Brazil, corresponding to about 50 million people aged ten years or older. Unlike journalists or columnists, who have visible subscriptions and trajectories, generative AI appears faceless, without a defined biography, without an explicit position, and without demonstrating emotion, facilitating the production, interpretation, and access to content.

Participation in Opinion Formation

In a scenario where there is a scarcity of time, repertoire, and willingness to verify the truth of what is consumed, generative AI does not only act after the opinion has been established. It intervenes directly in the process of forming that opinion because it explains events, suggests what is considered most relevant, summarizes conflicts, compares different points of view, assesses source credibility, and organizes arguments for discussions.

Global Trends and Chatbot Use

According to the Reuters Institute, the weekly use of AI chatbots for news increased globally from 7% to 10% in 2026, reaching 13% in Brazil. Researcher Amy Ross Arguedas, in her report, points out that these systems are used not only to get news but also to question, summarize, simplify, and judge information.

User Motivations

Reuters Institute data shows that among those who use chatbots for news, 42% use them to ask follow-up questions, 35% to find current news, 34% to summarize articles, 30% to facilitate understanding, and 33% to assess the reliability of a source. The primary reasons cited by users are the search for greater depth or clarification (mentioned by 42%) and the need to obtain information more quickly (cited by 39%).

Ethical and Social Challenges

It is undeniable that technological advancement cannot be rejected, nor can the positive potential of generative AIs to boost science, research, productive processes, development, and innovation. However, the central debate lies in how capable we are of challenging answers before accepting them as true, and how prepared we are to accept that generative AI can convert information into an invisible input of answers that the public consumes without recognizing its origin.

The real danger, therefore, does not lie solely in machine failures, but rather in the normalization of a society that is beginning to delegate the function of doubting, interpreting, and gradually, even the intrinsic capacity to form opinions.

Shopee and Meta have announced a collaboration focused on the Brazilian market, integrating the marketplace's affiliate program directly into Instagram, with an emphasis on content creators.

How the New Integration Works

This change allows influencers to connect their accounts and promote Shopee items directly in Feed posts and Reels videos on Instagram. This new feature replaces previous methods that relied on links in the bio or search codes.

The responsible companies state that the goal of this integration is to make the shopping experience simpler within the social network and increase the conversion rate of sales generated by creator content.

Partnership Details

The partnership integrates the affiliate system directly into content published on Instagram. Creators can now tag products in their posts, allowing users to view details and be redirected to the product page on Shopee without leaving the post.

Previously, promotion occurred mainly through external links or instructions for manual searching on the marketplace. With the change, the process becomes an integral part of the content displayed on the social platform.

Furthermore, the initiative aligns Instagram with models already used by other brands on the platform, turning every post into an immediate access point to the product.

Availability and Incentives

According to the involved companies, this partnership was already active on Facebook since the previous year, with a progressive expansion to other networks. Instagram will receive this new feature first in locations such as Brazil, Southeast Asian regions, and Taiwan.

For content creators, the model provides the possibility of receiving commissions on sales made. Instagram indicates that the content may be eligible for financial gains, displaying a qualification message for commission.

This move takes place in a competitive scenario, where there are disputes with other platforms, such as TikTok Shop, which is also investing in the union of commerce and content within its applications.