Instagram has begun allowing search engines to index public content from professional accounts as of July 10. The update applies exclusively to professional accounts belonging to users 18 and older with public profiles, while content posted before 2020 remains excluded.
As Instagram Head Adam Mosseri recently noted, the platform is “investing more in search” to showcase “amazing content” to wider audiences.
This development comes amid changing search behaviors, particularly among younger demographics. According to Sprout Social, 41% of Gen Z now turn to social platforms as their primary information source, outpacing traditional search engines at 32%. With 76% of consumers reporting that social content has influenced their purchasing decisions in the past six months, the implications for digital visibility are significant.
With that being said, the question here is, what does Instagram’s Google indexing update mean for creators and brands?
To gain a deeper understanding, we have gathered insights from several industry experts on maximizing visibility, measuring performance, and addressing potential challenges that this update may present.
Daniel Coughlan, Senior Vice President of Content, Fixated
Instagram becoming searchable on Google won’t fundamentally change how creators grow. Its explore page will remain the primary driver of discovery. For example, consider that less than 1% of views on YouTube come from Google search.
That said, this update does open up a new layer of visibility, especially for creators whose content intersects with things people actively search for, like restaurants, brands, or collaborators.
To take advantage of it, creators should start thinking more like publishers: use richer captions, naturally include searchable terms, and tap into tools like Google Trends to align with what audiences are actively looking for. It’s not a game-changer, but it’s definitely a new lever smart creators can start pulling.
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Jason Pampell, Managing Director, HireInfluence
Instagram’s new Google searchability flips the script for influencers. No longer do fans need to hit ‘follow’ to tap into a creator’s know-how—Google’s Gemini AI can now pluck their posts straight from the web, showcasing their expertise to anyone searching. This opens doors to a massive audience beyond Instagram’s walls, but it’s not a free ride. Influencers have to craft posts that vibe with their loyal niche while also hooking a wider crowd. Those who master catchy captions and sharp hashtags will see their clout soar, their words potentially fueling AI-powered search answers. This shift catapults discoverability and cements influencers as go-to voices in their space, but only if they play this newfound spotlight with savvy.