Three Key Things to Consider for Your Social Media Strategy
Instagram Joins the Search Party
This summer, Instagram quietly launched one of its most significant updates in years: public content from professional accounts (business and creator profiles, 18+) can now show up in Google search results by default. This includes both new and old photos, Reels, carousels, and videos, all indexed and discoverable across the web.
We’re actively exploring what this means and how this change can unlock new opportunities. What’s already clear: Instagram’s new search update could reshape how you approach visibility, analytics, and content planning on Instagram moving forward.
Content Beyond the Feed
Instagram has traditionally operated as a self-contained platform, with content designed to be discovered and consumed entirely within the app. With this update, it joins platforms like YouTube and TikTok in surfacing social content directly through search.
Here’s what we know so far:
- Affects business and creator accounts for users 18+
- Public posts in all formats will be discoverable beyond the app
- Posts will be visible across Google and other major search engines
- The new feature is enabled by default, but can be toggled off in Instagram privacy settings
It’s a relatively small change, but one that fundamentally expands where and how your Instagram content can be discovered. This shift means your content isn’t just for your followers anymore — it’s for anyone searching the web.
What Does Instagram’s New Search Update Mean for SEO?
Some immediate takeaways are already reshaping how we think about Instagram content from an SEO perspective:
- Captions now function like SEO copy: The first line, especially, acts as a headline that search engines can read and rank
- Alt text = more than accessibility. It’s now discoverable metadata, useful for both AI interpretation and SEO
- Hashtags are back in style: Strategic tagging contributes to how your content surfaces in organic search
- Analytics becomes more layered: With Instagram posts now appearing in Google results, we’re keeping an eye on how people discover content and how that traffic shows up in Instagram’s insights and Google’s reporting tools
As Instagram becomes part of the search experience, SEO isn’t just about your website anymore. Your social content now plays an even greater role in how people find and evaluate your brand online. It’s a new layer of visibility, and one worth optimizing for.
What’s Next
In the coming weeks, we’ll be watching closely to see how this platform change plays out in real-world performance:
- Will Google search traffic show up in Instagram data?
- Are certain post formats (like Reels or carousels) favored in search results?
- How much impact do keyword-rich captions and alt text really have?
As Instagram’s new search update unfolds, we will be creating new strategies around caption structure, hashtag use, and bio optimization, especially for brands that rely on Instagram as a major part of their digital presence.
Your content could be someone’s first impression outside the app, so thinking about SEO and long-term visibility is more important than ever. Here are a few simple things you can do today to help your content stand out:
- Write clear, keyword-friendly captions, especially in the first few lines
- Use descriptive alt text for every photo and video. It helps both with accessibility and search discovery
- Be intentional with your hashtags. Choose ones that reflect your niche and audience, not just popular tags
Small changes like these can make a big difference in how people find and engage with your Instagram content, both within the app and beyond.
Want to talk content discoverability or explore how Instagram’s new search update fits into your broader strategy? We’d love to chat. Connect with us today!