“What’s Happening” is a new section that appears prominently at the top of a Google Business Profile in search results.

It allows businesses to highlight timely, real-world updates such as:

• Today’s special
• Live music on Saturday
• Happy hour deals
• Limited-time events or promotions

Instead of being buried in updates or posts, these messages are placed front and center—designed to drive immediate engagement.
How Google Is Using Social Media Content in Local Search

What makes this feature especially important is how the content gets there.

Businesses can populate the “What’s Happening” section in two ways:

• Posting updates directly through Google Posts
• Connecting Facebook, Instagram, and/or X (Twitter) profiles to their Google Business Profile for automatic syncing
• Automatic syncing from Facebook, Instagram, and X

When social profiles are connected, Google can pull qualifying posts directly from those platforms and display them inside search results. This confirms that Google is actively crawling social media content to understand what a business is doing right now.

Google Posts vs. social media updates

Google Posts still work—but social syncing removes friction. Businesses that are already posting on social media can now extend that activity into Google Search automatically, without duplicating effort.

Google Confirms the Feature (Straight From the Source)

Lisa Landsman from Google announced the feature on LinkedIn, stating:

“We’re excited to announce a new way for restaurants and bars to highlight events, deals, and specials prominently at the top of your Google Business Profile. ‘What’s Happening’ puts your timely updates front and center, driving immediate engagement.”

She also clarified eligibility requirements:

“To be eligible to appear in this new space, share What’s Happening at your business via Google Posts or connect your Facebook, Instagram and/or X profiles to your GBP for automatic syncing.”

Who Is Eligible for the “What’s Happening” Feature Right Now

At launch, the feature is available to:

• Single-location food and drink businesses
• In the US, UK, Australia, Canada, and New Zealand
• Mobile search only

Why This Matters for Local Businesses

Even if your business isn’t a restaurant or bar, this feature signals a broader shift in local search.

Real-time activity is becoming a visibility signal

Google is moving beyond static listings and categories. It is increasingly prioritizing real-time business activity—events, promotions, and updates that show a business is active and relevant today.

Inactive social profiles send weak signals

If Google is pulling content from social platforms, inactive or unlinked profiles contribute nothing. Outdated feeds or inconsistent posting reduce a business’s ability to participate in these new visibility surfaces.

 What Local Businesses Should Do Next

• Connect your social profiles to your Google Business Profile
• Post timely updates about events, offers, or promotions
• Treat social media activity as part of your local search strategy

Google is no longer just indexing listings—it’s indexing activity.