There goes the neighborhood!

The "Posts" for brands and prominent figures is the interesting one from my perspective. It's almost a Google social media feed in the SERPs.

There are two things that spring to mind:
Firstly, how it impacts on the SERPs.
How to make best use of it.

I don't understand how this works. If a politician signs up and starts making posts that target particular search terms, does google automatically show them at the top of the results for those terms, regardless of what the posts say? I don't understand.

From the "Posts" site ...

US presidential candidates can now communicate with text, images and videos directly on Google. Creating content is fast and simple, and once published, posts will appear instantly in search results related to the candidate. Each post can also be shared on popular social networks, amplifying the message even further.

So now the 'organic' results will be dominated not only by corporations, but also by celebrities who directly or indirectly work for those corporations.

Top 10 results featuring big brands and celebrities satisfy the needs of 80% of users and only takes 20% of work compared to satysfying 100% users in exchange for an extra 80% work. With lack of competition, the 80/20 principle is optimal for Google and it will not change in the foreseeable future [google.com] - the link illustrates the 80% / 20% principle..

Predictable.