Read time: 2 mins
Written by Lucy Wilson
Instagram has rolled out a major update which means public content from professional accounts (creator or business profiles) has started appearing in Google search results.
That means Reels, static posts, carousels and bios will be discoverable beyond the Instagram app.
For brands and creators, this marks a significant shift, turning Instagram content into searchable assets that can increase visibility, extend your reach and strengthen brand awareness over time.
Until now, Instagram content hasn’t been indexed by Google, as Meta actively blocked it to keep posts confined to the platform.
However, that is now changing, allowing Google to crawl and rank public content from professional accounts by default – a clear move to position Instagram as a serious player in organic search and a complete game-changer for content visibility.
For businesses, this opens up a new opportunity to reach audiences outside of your in-app followers. Whether it’s a how-to Reel, a carousel showcasing your product range, or a post answering frequently asked questions, your content could now appear in search results alongside traditional web pages.
By default, professional public accounts will be included. If you do want to opt out (although we’d strongly advise against it!) head to Settings > Privacy > “Allow public content to appear in search engine results”
Social and search are no longer separate. Use clear, keyword-informed captions, custom alt text and geo-tags to help your posts rank. This isn’t about adding a bunch of hashtags – it’s about making your content easy for both people and search engines to understand.
With greater visibility comes more scrutiny. Now is the time to audit past posts and ensure everything aligns with your brand. If it’s not something you’d want showing up in a search result six months from now, archive it.
This isn’t just a minor update, it’s a strategic pivot that will transform Instagram from a closed social platform to a discoverable content channel, with real potential to support your wider SEO and brand-building efforts.
At Brand8 PR, we help businesses stay ahead of the curve. Our team understands how to blend social and search strategies to maximise visibility, engagement and long-term value. We don’t just follow digital trends – we turn them into opportunities for growth.
Get in touch today to find out how we can support your Instagram strategy and help you make the most of this new era of discoverability.
T: 0113 824 1380
Photo by BoliviaInteligente on Unsplash