If you use Instagram to promote your brand or business, this change affects you.
Starting on July 10, 2025, Instagram posts, including Reels, will begin showing up in Google search results. Yes, you read that right. Your public content could now live beyond the feed and actually bring in traffic from search engines.
This change applies to both public and professional accounts. So whether you're a creator, a small business, or a brand looking to boost visibility, this update opens up a whole new layer of opportunity.
What's Changing?
Meta (Instagram’s parent company) and Google are working together to make Instagram content more searchable across the web. Until now, most Instagram posts weren’t directly indexed by search engines. If someone Googled a topic you’ve posted about, your Reel or photo probably wouldn’t have surfaced unless it was embedded somewhere else or mentioned in a blog.
But that’s about to change.
According to Instagram’s update, “From 10 July 2025, search engines like Google will automatically be allowed to index public photos and videos on result pages.” That means if your account is set to public, your content could be picked up and shown to people searching on Google, not just those browsing the app.
Wait, wasn’t some Instagram and Facebook content already searchable?
Yes, but it was limited. Previously, your posts might have shown up in Google results only if they were embedded in another site or mentioned in a blog. There wasn’t a direct pipeline from Instagram to Google’s search engine. What’s changing now is that this visibility will be automatic and widespread for all public content with no embedding or extra steps required.
What about Facebook?
Facebook content has appeared in Google search before, but mostly through public Pages or posts that were indexed selectively. It was never consistent, and individual posts often weren’t visible unless shared widely or embedded elsewhere. This update signals a broader shift: Meta is opening up its content more systematically, starting with Instagram, to meet users where they search, not just where they scroll.
Why the Change?
The short answer is that Google wants fresher, more visual content in its search results, and Meta wants Instagram content to reach more people beyond the app.
Right now, a lot of discovery happens on social media, especially Instagram. But that content has mostly been hidden from search engines. By allowing posts and Reels from public accounts to be indexed, Instagram is expanding its reach to include users who search on Google, not just those already using the app.
This also helps Google, which is constantly trying to surface useful and up-to-date content. Instagram has become a hub for how-to videos, product reviews, travel ideas, and trend discovery. Making that content searchable gives Google more relevant results to show, while Instagram benefits from the added exposure and traffic.
At its core, this move reflects how people consume information today. Users are looking for content that is visual, quick to understand, and directly tied to what they’re searching for. By making Instagram content part of that ecosystem, both platforms are adapting to meet those expectations and opening the door for creators and brands to be found more easily.
What this Means for You
In short, more discoverability.
This is a major win for social SEO, the practice of optimizing your social content for search engines. Think of it like blogging, but faster and visual. Your Instagram content can now play a much bigger role in your overall visibility.
Here’s what you can expect:
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More web traffic to your Instagram page or specific posts
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Increased brand exposure without needing to run ads
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A stronger return on the content you're already creating
If you're posting regularly with helpful, interesting, or educational content, this change could help your posts surface when someone searches a relevant topic on Google.
How to Take Advantage of this Update
If your content is public and already optimized, you might not need to do much. But here are a few smart ways to get ready:
1. Start using relevant keywords in your captions
Just like you would in a blog post, think about what someone might search to find your content. For example, instead of “Love this shoot,” try “Brand photoshoot in Halifax’s Historic Properties.” Keep it specific and searchable.
2. Don’t sleep on hashtags
Hashtags still matter, especially now that search engines will be crawling posts. Use them strategically to help define the context of your content.
3. Add clear descriptions to your Reels
Reels can get picked up too, but only if there's something for search engines to latch onto. That means including text in the caption or on-screen, where possible.
4. Review your privacy settings
If you don’t want your posts showing up in Google results, make sure your account is set to private. This update only applies to public-facing content.
Final thoughts
This update might seem like a small technical tweak, but it has big implications for discoverability. This change makes your Instagram content work harder for you. Instead of just being seen by your followers, it can now reach people actively searching for what you offer.
If you’re already putting effort into great content, this just amplifies your reach. And if you’re not, it’s a good reminder that every post is now a potential entry point to your brand.
If you want to ensure your business is prepared for this shift, book a free consult with Melanie!
