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Google is working on indexing Instagram and TikTok videos

Google is working on indexing Instagram and TikTok videos

Google is negotiating agreements with Instagram and TikTok to index their content in search results, according to a new report.

The information has the early details of Google’s conversations with Facebook and ByteDance – parent companies of Instagram and TikTok, respectively.

“Three people who were informed about the discussions” tells Informationen that they are working on offers to get Google the data it needs to index and rank videos.

The deal is said to be similar to the one formed between Google and Twitter in 2015, when Google gained access to a “firehose” of tweet data for instant indexing.


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Before Google entered into a partnership with Twitter, Google did not index and rank individual tweets in search results as it does today.

Now, it’s so common to come across Twitter content in Google’s SERPs that it’s hard to remember a time when tweets could not be detected with a simple search.

Should the reported negotiations between Google, Instagram and TikTok come out, video format in short form could end up being as common as tweets in search results.

Referring to all the negotiations on search agreements, a Google spokesperson provided the following citation to the information, which neither confirms nor denies anything:


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“We help sites make their content visible and take advantage of being found on Google, and they can choose how or whether their content should appear in Search.”

For the spokesperson, inclusion in Google Search is a choice for content publishers.

In most cases, this choice is a no-brainer, because why would a site not get its content found in Google?

As for Instagram and TikTok, there are reasons why they do not want to hand over to Google the data needed to index videos.

Google owns YouTube, which competes for the same audience of short-form video viewers. It is understandable that Instagram and TikTok are reluctant to share too much information without receiving anything of value in return.

Google’s deal with Twitter has e.g. The search company to pay an annual license fee. In return, Google will be able to index tweets as soon as they are published on the platform.

It is likely that Instagram and TikTok will receive similar compensation. In addition, they also receive the benefits of having their content visible in Google.

At this time, it is not possible to search Google to find either Instagram or TikTok videos. This deal would allow that to happen, which could bring a whole new audience of viewers to these platforms.

In return, Google gets billions of new videos indexed in search results. That’s a positive thing for the lifetime of the world’s best search engine.


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In the long run, expanding Google’s index with Instagram and TikTok content will make the search engine a destination for both articles and videos.

This can lead to an increase in the total search volume, and more searches on Google means more opportunities for all publishers to be found.

It sounds like a win-win-win for everyone involved if the three internet giants can reach agreement.

The potential terms of the agreements Google is negotiating with Facebook and ByteDance are not available at this time.

Source: The information

Featured image: Camilo Concha / Shutterstock

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