Google’s evolving, user-centric search experience has introduced the “What People Are Saying” SERP feature — a carousel-style module that highlights user-generated content from platforms like Reddit, YouTube, Instagram, Quora, and more — directly on the search results page.
This shift reflects the growing demand for social proof and community-driven insight that influences real-world decision-making and buying behavior.
As of February 2025:
- 4.8% of mobile and 4.3% of desktop searches include this SERP feature in Google.
- Appears across industries: finance, retail, technology, service, automotive and entertainment.
What is “What People Are Saying”?
GrowByData’s SERP Tracking tool identified a surge in presence in Google for this feature in February 2025. The “What People Are Saying” SERP feature displays real-time, third-party content and discussions related to a specific keyword. The “What People Are Saying” feature continues to evolve in 2025. As of early May 2025, this feature had gained a consistent presence on both mobile and desktop search results. We also observed that Google has been testing an expandable carousel format for this feature on mobile, allowing users to see more of the discussions.
This includes:
- Short-form videos (YouTube, TikTok)
- Forum discussions (Reddit, Quora)
- Instagram/Facebook/Twitter/LinkedIn posts
- AI-generated summaries of user conversations
Learn More About Other New SERP Features being tested by Google:
For instance, when you search for “door mats’, you can see the following sources of content (as highlighted on above image):
- A YouTube video titled “10 DIY Table Décor Hacks”
- A TikTok clip showcasing minimalistic centerpiece trends
This mix of perspectives gives users a well-rounded view — and creates valuable visibility opportunities for brands and content creators.
Why It Matters for Marketers
This SERP feature can help Marketers to increase their organic SERP visibility — even for brands that don’t rank in the traditional top 10 results. This can provide opportunities to increase your brand’s Share of Voice on Google SERPs, meaning your brand appears more often in search results compared to your competitors.
Key Benefits:
✅ More SERP Real Estate
- Appear via Reddit, YouTube, etc., without a top-ranking page. This helps you capture more of the conversation around relevant keywords and improve your overall SOV.
✅ Built-In Social Proof
- Authentic user opinions build instant trust with searchers. Appearing in the “What People Are Saying” feature can significantly enhance your brand’s credibility and influence its Share of Voice.
✅ Influence at the Consideration Stage
- Commonly shows for mid to bottom-funnel keywords, where purchase decisions happen.
The continued evolution and increasing visibility of the “What People Are Saying” SERP feature underscore the growing importance of social search such as YouTube, Reddit, Quora, Instagram, etc. Younger demographics are increasingly turning to social media and online communities for authentic perspectives that complement traditional search results. This shift means that brands need to optimize their content and engagement not just for traditional SEO but also for these social platforms to capture visibility within these evolving SERP features.
Learn More:
How to Optimize for “What People Are Saying”
Boost your brand’s chances of appearing in this high-impact feature:
✅ Create SEO-Friendly Social Content
- Add transcripts, timestamps, and brand mentions in videos.
✅ Encourage User-Generated Content
- Ask customers to share posts about your product or service
- Run contests and highlight user stories
✅ Collaborate with Influencers
- Partner with creators who already rank on YouTube, Reddit, etc.
✅ Track Performance
- Use tools like GrowByData’s advanced Advanced SERP Tracking Platform to monitor SERP presence and keyword triggers
✅ Start Conversations
- Spark engagement on forums and social platforms to increase Google’s indexing and visibility
Conclusion
Google’s “What People Are Saying” feature is Google’s bridge between search intent and social trust. It rewards brands that are mentioned, talked about, and trusted — not just those with traditional SEO dominance.
If your 2025 SEO strategy doesn’t prioritize social-first content and authentic engagement, you’re likely missing out on one of Google’s most influential SERP placements.
