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Google Lets Users Follow Creators in Discover

Google is updating its Discover feed to let users follow specific publishers and creators, bringing together articles, YouTube Shorts, and posts from X and Instagram. The change aims to give users more control and broaden content types, but Google hasn’t clarified how creator content will be selected. Publishers facing AI-driven traffic drops should reassess distribution and revenue strategies.

Published September 17, 2025 at 12:10 PM EDT in Software Development

Google expands Discover with followable creators and multi-format posts

Google announced an update to the Discover page in its flagship Search app that lets users follow specific publishers and creators. The feature builds on a recent change that allowed users to pick preferred news sites and blogs for Top Stories, and it aims to surface more content from sources you choose.

In the coming weeks, Discover will show a wider array of formats: articles, YouTube Shorts, and posts from X and Instagram, all tied to creators and publishers across the web. Google says it will add additional source types over time.

To follow someone, tap the creator or publisher name on a Discover card to view their content hub and opt in. Google will then show more items from the sources you follow, effectively turning Discover into a hybrid of personalized feed and publisher directory.

Why this matters for publishers and creators

Publishers are already seeing referral traffic pressure from Google’s AI-driven search changes. This Discover update is a double-edged sword: it can direct more loyal readers to a publisher’s content, but it also increases competition among creators and platforms to be visible in Discover’s mix.

Crucial unknowns remain. Google hasn’t explained the criteria for which creator posts or social items qualify for Discover. That opacity makes it harder for editorial and product teams to optimize content specifically for this surface.

Practical moves for teams right now

Teams should treat this as both a distribution opportunity and an experiment. Consider these steps:

  • Audit which authors and creator accounts drive loyal engagement and could benefit from being highlighted in Discover.
  • Experiment with short-form videos and social post formats alongside articles to understand cross-format discoverability.
  • Measure downstream metrics—subscriptions, newsletter signups, and direct visits—to offset shrinking ad referrals.

Think of Discover as a new neighborhood in a city where attention shifts quickly. You can buy a billboard, open a shop, or partner with creators—each choice needs different investment and measurement. The winners will be the organizations that map their audience flow and adapt quickly.

What to watch next

Publishers and platforms should monitor how Google refines source eligibility and whether following behavior changes the balance of traffic. Expect iterations: Google will likely add more source types and tweak algorithms as user behavior and creator ecosystems evolve.

For teams building resilience, the practical response is clear: diversify content formats, instrument detailed analytics for Discover traffic, and design conversion pathways that convert attention into recurring value.

QuarkyByte’s approach combines traffic forensics, creator performance modeling, and rapid experimentation so organizations can prioritize actions that recover referrals and grow direct relationships with audiences. In a fast-changing distribution landscape, having a data-driven playbook is no longer optional—it’s essential.

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QuarkyByte can help publishers and platforms measure the Discover impact, map creator visibility, and design experiments to recover referral traffic. We translate engagement signals into practical distribution and revenue strategies so teams can prioritize the right content and partnerships.