Starting July 10, 2025, Instagram is rolling out a new change that could give creators and brands more visibility online. The platform will now automatically allow public photos and videos from professional accounts to appear in search engine results like Google. If you’re someone who shares your content publicly on Instagram, especially from a professional account, this update could affect you in a big way.
This change has started showing up as a notification inside the Instagram app. While the idea of Instagram content appearing in Google search isn’t completely new, the big shift here is that it will now happen by default unless the user decides to opt out manually.
In this article, we’ll break down what this change means, why it matters, and how creators and businesses can take advantage of it. We’ll also share a few tips on how to get your Instagram posts to rank better in search engines.
What Is Changing?
Instagram is making it easier for search engines like Google to find and show public content posted from professional accounts. This means if someone searches for a topic that matches your Instagram post, your content could show up in the search results — even if they don’t use Instagram or aren’t logged in.
This only applies to public posts and videos. If your account is private, or if a post is marked private or hidden from search, it won’t be shown outside Instagram. Also, the change applies mainly to professional accounts, which are often used by creators, influencers, and businesses.
What Does It Mean for Creators and Businesses?
This is big news. Let’s say you’re a food blogger who posts recipes or restaurant reviews. If someone searches for “best chocolate cake recipe” on Google, and you’ve posted a photo of a delicious chocolate cake with a good caption and hashtags, your post might show up in their search. That means more people might find your account, follow you, and engage with your content.
For brands and small businesses, this is an opportunity to get noticed without having to spend extra money on ads. Think of it as free marketing. Your Instagram posts can now act like mini web pages that show up on Google.
It also makes Instagram part of a much larger trend: social media and search engines are starting to blend together. More and more people are using social platforms to search for products, places to visit, how-to videos, and even breaking news. With this change, Instagram is trying to make its content more searchable outside the app.
Why Instagram Is Doing This
There are a few reasons Instagram might be making this change:
- Boost Discoverability: Instagram wants people to discover more content, even if they’re not on the app.
- Stay Competitive: Platforms like TikTok and YouTube are already doing well in search. TikTok, in particular, is often called the new search engine for Gen Z. Instagram wants to catch up and keep users engaged.
- Help Creators Grow: More exposure means creators can grow their audience faster. If their posts are found on Google, they don’t have to rely only on Instagram’s algorithm to get seen.
Can You Turn This Off?
Yes. If you don’t want your posts to appear in search engines, Instagram will allow you to opt out. You can go into your account settings and change the privacy preferences. This gives creators control, which is important.
However, if you’re someone who wants more visibility and reach, there’s no reason to turn it off. In fact, this is a chance to get in front of new people.
How to Make Your Instagram Posts Show Up in Google Search
Just because Instagram is now letting Google find your posts doesn’t mean every post will automatically rank well. You still need to follow some best practices to improve your chances. Here are a few tips:
1. Use Clear Captions with Keywords
Just like websites use keywords to rank on Google, your Instagram captions should include words that people might search for. For example, if you’re posting about skincare, include phrases like “natural skincare tips” or “best moisturizer for dry skin”.
Avoid using only emojis or very short captions if your goal is search visibility. The more helpful and keyword-rich your captions are, the better.
2. Add Location Tags
If you’re a local business or posting about a specific place, add the location to your post. For example, “best coffee shop in Bangalore” is something someone might search for. Location tags also help with local SEO (Search Engine Optimization).
3. Use Hashtags Smartly
Hashtags are another way your content can be found. Use a mix of broad and specific hashtags. For example, instead of only using #travel, also use #solotravelindia or #weekendgetawaygoa.
Instagram might use these hashtags to help understand what your post is about, which can improve how it ranks in search.
4. Post High-Quality Images and Videos
While search engines care about text, they’re also getting better at recognizing visual content. Clear, eye-catching images and videos are more likely to get clicked if they appear in search results.
This also means you should avoid using blurry or low-quality visuals if you want to make a good impression.
5. Turn on Professional Account Settings
This change only applies to professional accounts. If you’re still using a personal account and you want your posts to be discoverable on search engines, consider switching to a professional profile. It’s free and gives you access to analytics and other tools too.
What Creators Are Saying
Some creators are excited about this change, while others are a bit cautious. Those who have already seen their posts show up on Google know that it can bring in new followers and more engagement.
Others are concerned about privacy and whether this change means less control over where their content goes. However, because Instagram is offering the ability to opt out, creators still have the final say.
It’s important to remember that only public content is affected. Private accounts or content shared with close friends will stay that way.
A Bigger Trend: Social Media Meets Search
Instagram’s move is part of a much bigger trend. Search is no longer just about websites. People now search for products, services, advice, and entertainment directly on platforms like TikTok, Instagram, and YouTube.
Google has even started adding short videos from social media in its search results. If you’ve searched for something recently, you may have noticed TikTok or YouTube Shorts popping up in the results.
This change is also about AI. Search engines are now using artificial intelligence to understand content better. That means even a short Instagram video can be “understood” by a search engine if the caption, tags, and content are aligned.
In an interview, Instagram head Adam Mosseri mentioned that the platform is working to improve not just how people search inside Instagram but also how content shows up outside the app — such as in Google searches. This confirms that the platform is thinking beyond just likes and followers. They want your content to have a longer life and reach new audiences beyond Instagram.
How Brands Can Use This to Their Advantage
If you’re a business or marketer, this change opens up new doors. Here’s how you can use it smartly:
- Product Descriptions: Write captions like product pages. Describe your product features clearly and use terms your audience might search for.
- Behind-the-Scenes Content: Share how your product is made or how your service works. These types of posts are interesting and searchable.
- Customer Testimonials: Post videos or quotes from happy customers. Use captions that include keywords like “best digital marketing service in Delhi” or “affordable skincare routine.”
- Educational Content: Share tips and how-to guides. This kind of content is often searched and has high value.
By treating your Instagram content like mini blog posts, you increase the chances of appearing in both Instagram and Google search results.
What to Watch Out For
While this is mostly a good thing, there are a few things to keep in mind:
- Copyrighted Content: Don’t post music or video clips you don’t have rights to. If this content appears in Google search, it might attract unwanted attention.
- Personal Information: Be cautious about sharing phone numbers, addresses, or other personal info in captions or images if you don’t want it publicly searchable.
- Reputation Management: What you post now can show up on search engines later. Make sure your content reflects your brand or personal values.
Final Thoughts
Instagram’s decision to automatically show public professional content in search engine results is a step toward a more open and connected content experience. It benefits creators and brands who are ready to grow their reach and embrace SEO as part of their social strategy.
If used correctly, this feature can bring in more followers, drive website traffic, and increase brand awareness. The key is to be thoughtful about what you post and how you describe it.
So, if you’re a creator, small business owner, or brand looking to get more eyes on your work — now is the time to start thinking not just like a content creator, but like a content marketer.
Your Instagram posts are no longer just for your followers. They’re now your voice across the web.
