Big changes are coming to Instagram that could reshape how your content is discovered. Starting today, Instagram will begin automatically displaying public photos and videos from professional accounts in search engine results like Google. With this new change, your reels, carousels, and captions will now be searchable on the open web, so it’s smart to start treating Instagram posts more like SEO content. That includes using clear, descriptive captions, location tags, and relevant keywords that match what people might type into a search bar.
What You Should Do Now
Here are a few ways to prepare:
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Review your captions: Use natural language that includes terms your audience is likely to search for.
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Use location tags and hashtags wisely: These elements may also influence how content is indexed.
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Check your account settings: Instagram says professional users will be opted in automatically, but you can opt out if needed.
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Focus on quality: With posts now discoverable outside the app, ensure every piece of content accurately represents your brand.
This change is part of a broader trend. Platforms like Instagram, TikTok, and YouTube are increasingly being used as search engines, especially by younger users. And now, with social content being indexed by “traditional” search engines like Google, the lines between social and search are blurring even more.
Final Thoughts
If you’ve been focused only on in-app engagement, now is the time to start thinking bigger. This isn’t just a technical update. It’s a strategic opportunity to expand your reach and connect with new audiences.
Are your Instagram posts ready for Google?
