Instagram Content Now Appears in Google Search: What This Means for Marketers and Brands
As of July 10, 2025, Instagram is no longer just a place for curated grids and Reels. The platform has officially rolled out a new feature that allows public content from professional accounts to be indexed by Google and other search engines.
That means your Instagram posts, Reels, videos, and carousels can now show up in search results outside of the app.
This shift changes how marketers, brands, and content creators should approach social content.
Here’s everything you need to know and how to take advantage of it.
What’s New?
Instagram announced that professional accounts (business and creator profiles) belonging to users over 18 will now have their public content indexed by search engines. This applies to:
- Photos
- Videos
- Reels
- Carousels
The update is part of Instagram’s broader move to make its content more discoverable across the web. Users don’t need to take action to opt in. The feature is enabled by default, though it can be turned off through privacy settings.
To turn off Instagram indexing:
Navigate to Settings → Privacy → “Allow public photos and videos to appear in search engine results.”
If you don’t want your content indexed, you can disable the setting. But for most marketers and brands, this new level of visibility opens the door to a wider audience than ever before.
Why This Matters for Marketers, Brands, and Creators
Before this change, Instagram content was largely restricted to in-app discovery. Now, Instagram posts can show up on Google alongside blog articles, YouTube videos, ecommerce listings, and TikTok clips.
This means:
- More people can discover your Instagram content, even if they’re not active Instagram users
- You can attract traffic to your Instagram profile from Google search, without needing a website
- Reels and carousels can compete with blog posts if they better match search intent.
- Instagram content becomes longer lasting. Posts published months ago may still appear in search results
For brands and businesses that use Instagram as their primary online presence, this update helps bridge the gap between social media and traditional search engine visibility.
Instagram SEO: What Changes
Instagram entering search results means social teams and SEO teams need to start collaborating.
Here are some of the key ways this affects how you create and plan posts:
1. Captions Now Matter More Than Ever
The first line of your caption is now a key piece of real estate. Google can index it, so treat it like you would a headline or page title. It should be clear, specific, and include keywords your audience is likely to search for.
Captions that are clever but vague might drive engagement on the app, but they’re not doing much for your search visibility.
2. Alt Text is Searchable
Alt text does more than improve accessibility. It also helps search engines understand your visuals. Use it to describe the image or video in a way that includes accurate, keyword-friendly language.
With Metricool’s new AI-generated alt text feature, you can create accurate descriptions automatically. These descriptions use relevant keywords that match your content, making it easier for both users and search engines to find your posts.
3. Hashtags Are Metadata
Hashtags now play a bigger role in categorizing your content not only on Instagram but also for Google’s indexing. Choosing hashtags that closely relate to your post topic will help your content get discovered by the right audience. Avoid broad or unrelated hashtags that don’t add clear context, as they can dilute your post’s relevance in search results.
4. Subtitles and On-Screen Text Matter
Many users watch videos without sound, so subtitles and clear on-screen text are essential. They help get your message across regardless of whether audio is on. On top of that, subtitles provide additional text for search engines to analyze, making it easier for them to understand what your content covers. Adding subtitles also improves accessibility for all viewers.
5. Search Intent Comes Into Play
Instagram remains a visual and social platform, but now with search integration, your content should also meet user intent. Think about the questions your audience might type into Google related to your niche. Create posts that provide answers, solutions, or useful information. This can boost your content’s reach by appealing both to Instagram users and people on the broader internet.
How To Make Your Instagram Posts More Search-Friendly
Ready to make the most of this update? Start with these practical tips:
- Use a Professional Account: Only business and creator accounts qualify for indexing
- Keep Your Account Public: Private content will not appear in search
- Update your Bio: Add relevant keywords related to your industry, location, or niche
- Focus on Educational Content: How-to posts, tutorials, case studies, and list-style carousels tend to align well with search intent
- Use Clear Language: Avoid overly clever captions that don’t say what the post is about
- Include Keywords Naturally: Don’t stuff captions or alt text, but make sure your content matches what people are searching for
- Track Performance: Monitor your Instagram Insights to see traffic from external sources, track your reach and engagement with Metricool, and keep an eye on Google Search Console to track how your Instagram content performs in search
Why Instagram Made This Change
Instagram’s decision to allow posts to appear in Google search results reflects how people’s online behavior is shifting, especially in how they search, shop, and interact with content.
In 2024, Forbes found that 24% of users now turn to social media as their main way to search online. For Gen Z, that number jumps to 46%, with many relying on apps like TikTok, Instagram, and Facebook Marketplace instead of traditional search engines.
Social media platforms are no longer just places to catch up with friends. They have become everyday tools for finding restaurants, researching products, and even shopping directly in the app. This shift is especially visible in how younger users behave online. While 94% of Baby Boomers still use Google to search for brands, only 64% of Gen Z say the same.
By allowing its content to appear in Google search, Instagram is adapting to these habits. It helps the platform stay visible to mobile-first users who blur the lines between search and social. It also creates new ways for people to discover content, particularly for creators and businesses looking to reach wider audiences.
Instagram is not just making itself easier to find. It is adjusting to the way people already use the internet.
What To Watch Out For
While this update creates new opportunities, it also comes with a few considerations:
- Your Content is More Visible: A post you create for your Instagram audience may now appear in search results seen by clients, coworkers, or anyone searching your name or business
- Older Posts May Resurface: Consider reviewing and updating old posts that are still public, especially if they don’t reflect your current branding or messaging
- Professionalism Matters: Treat each post like a mini landing page. Make sure it represents your brand clearly
You can always disable indexing in your settings if you prefer to keep your content platform-specific.
What’s Next?
Instagram’s indexing update marks a shift in how social and search intersect. For marketers, this is a clear signal that social content is no longer separate from your overall SEO strategy. Every post can now drive traffic, reach new audiences, and improve your discoverability online.
With the latest evolution of Instagram, brands that treat their posts like evergreen content, and not just spur-of-the-moment updates, will be better positioned to take advantage of this new visibility.
Grow Your Instagram Strategy with Metricool
If you’re planning content with search visibility in mind, Metricool gives you the tools to manage it all from one platform. Schedule your posts, write captions that include relevant keywords, and keep your content calendar organized across multiple social networks. Metricool’s AI features, like auto-generated alt text, help you boost accessibility and improve how your posts are read by search engines. You can track your performance and adjust your strategy based on what’s working.
Whether you’re focused on Reels, carousels, Stories, or static posts, Metricool helps you stay consistent and reach a wider audience both on Instagram and beyond.
