Instagram just changed the game for search – here’s what it means for brands

Meta’s latest update could reshape how your content gets discovered – not just on social, but in Google Search.

In a move that’s redefining the relationship between social media and search, Meta has rolled out a major update to Instagram: as of July 10, 2025, public content from professional Instagram accounts — including posts, Reels, Stories, and carousels — can now be indexed by search engines like Google.

For marketers and brand builders, this is big. It means that the content we create for Instagram is no longer limited to the platform itself — it can now show up directly in organic Google Search results, increasing visibility far beyond followers and hashtags.

The visual search era is here

This update reflects how search behaviour is evolving — especially for younger audiences like Gen Z and Gen Alpha. These generations increasingly treat social media as their go-to search tool, often beginning with visual-first queries like:

• “Best bagels near me”
• “Minimalist home office inspiration”
• “Late-night vegan eats”

Now, when users type those kinds of searches into Google, they may see relevant Instagram content — even if they’ve never followed the account before. For brands, this is a major opportunity to meet audiences in new discovery moments.

From feed posts to search assets

Instagram content is no longer just a social touchpoint. It’s becoming a powerful driver of search visibility — especially when it’s optimised strategically.

Here’s how brands can start making the most of it:

• Think Like a Searcher
  Use keywords and phrases that people actually search for in captions, alt text, and even in image file names. That might mean shifting from “Our Friday fave 🍕” to “Try our best-selling gluten-free pizza – available in Sydney and Melbourne.
• Local & Menu-Based Language Matters
  Geo-tagging locations, using location-specific keywords, and referencing products directly (e.g., “low-carb pizza base” or “hazelnut oat latte”) helps surface your content for specific, high-intent searches.
• Optimise Without Losing Your Voice
  The key is balance: maintain your unique brand tone while weaving in SEO-friendly structure. It’s not about turning your captions into keyword dumps — it’s about aligning creativity with discoverability.

Why it’s a game changer

For years, the value of Instagram content has largely been measured by in-platform metrics: likes, comments, saves, shares. Now, there’s a new layer of ROI: organic search reach. A single Reel or Story has the potential to reach someone who’s never touched Instagram — just because they Googled something related to your brand.

This shift also opens the door to more cross-functional collaboration between social media, SEO, and digital performance teams — creating a more integrated content ecosystem where each post serves multiple purposes.

What brands should do next

If you want your Instagram content to work harder (and smarter), now’s the time to:

• Audit your content through a search lens — which posts already perform well and could be SEO-optimised?
• Incorporate search-relevant language into upcoming content calendars
• Align with performance and SEO teams to identify high-value keywords, locations, and campaigns to amplify

This isn’t just a platform update — it’s a strategic unlock. The brands that adapt early will gain visibility where it matters: in moments of real, high-intent discovery.

The feed isn’t the finish line anymore. It’s the starting point.