In March 2024, Google expanded Business Profiles by surfacing recent posts from linked social accounts on eligible profiles. The feature built on Google's earlier support for social profile links and gave searchers another way to see a business's current activity directly from its Business Profile. Google still notes that social media links and social post displays are available only in select regions and may not appear on every profile.
According to Google's current Business Profile guidance, businesses can add one social media link from each supported platform: Facebook, Instagram, LinkedIn, Pinterest, TikTok, X, and YouTube. Google may also add social media links automatically when its systems can identify an eligible profile.
How Social Media Links Work in Google Business Profile
Social links extend the information already available in a Business Profile. Google says posts about events, deals, or special offers from linked social profiles or the Business Profile itself may also appear, depending on region, language, and user eligibility. For a broader walkthrough of setup, verification, posts, reviews, and ongoing maintenance, see Brand Vision's Google Business Profile optimization guide.
Each Business Profile can include one link per supported social platform. Google also requires the links to use accepted URL formats. For example, Facebook profiles should use https://www.facebook.com/{username}, while Instagram profiles should use https://www.instagram.com/{username}. Broken, duplicate, invalid, or unsupported URLs may be rejected.
How to Add, Edit, or Remove Social Media Links
Google's current workflow is handled from the Business Profile contact settings.
Add or edit a social media link
- Go to your Business Profile.
- Select "Edit profile," then "Contact."
- Next to "Social profiles," select the edit option.
- Choose the social platform, enter or update the web address, and add additional supported profiles if needed.
- Select "Save."
Remove a social media link
- Go to your Business Profile.
- Select "Edit profile," then "Contact."
- Next to "Social profiles," select the edit option.
- Delete the social profile you want to remove, then save the change.
Businesses managing multiple profiles can use the same social media link across more than one Business Profile. Google also says Business Profile APIs can be used to update social links across multiple profiles at once. However, Google does not currently provide performance metrics or click tracking specifically for social media links.
What the Feature Means for Local Businesses
Social post surfacing can make a Business Profile feel more current, but it should not be treated as a guaranteed ranking or engagement boost. Its practical value is that searchers may see recent activity, offers, events, or other updates without first navigating to each social platform. Businesses should therefore keep connected profiles accurate and publish content that remains useful when seen outside its original feed. Brand Vision's guide to social media reach and engagement explains how consistent content systems support that broader presence.
Social links are also only one part of local visibility. Accurate categories, hours, services, reviews, photos, and a useful website still shape how a Business Profile presents the business. For companies that depend on Search and Maps, Brand Vision's guide to local SEO for service area businesses explains how the profile and website work together.
Google may automatically add social media links to eligible profiles, and linked social posts may appear automatically where the feature is supported. Business owners should periodically review those links so outdated or incorrect profiles are not left connected.
For businesses that need help managing Google Business Profile as part of a wider local search system, Brand Vision's local SEO services cover profile optimization alongside the website and other local search signals that support it.
