Instagram is shaking things up again, and this time, it’s about search. On July 10, 2025, Instagram began to automatically allow search engines like Google and Bing to index public photos and videos from professional accounts. In plain English? Your public Instagram posts and Reels could show up in search results outside the app, bringing new opportunities for discovery and engagement.
What’s changing?
For months, professional Instagram accounts had the option to let search engines index their content; now that option will be enabled by default for eligible accounts, which means:
- Your account must be public
- You must have a professional (business or creator) account
- You must be over 18 years old
If you meet those criteria, all your public posts and Reels, going back to January 1, 2020, are potentially searchable on Google and other search engines.
Why this is great news for brands and creators
Instagram has traditionally been a “walled garden,” where content discovery happens mostly inside the app. This change breaks the wall right down, offering:
- Broader visibility: Your content can reach audiences beyond Instagram users, catching eyeballs during everyday Google searches.
- More traffic potential: When someone searches for products, services, or inspiration related to your brand, your Instagram content can now show up, driving discovery and engagement.
- Stronger SEO synergy: Optimizing your Instagram content with relevant keywords now really pays off, enhancing both your social and search presence.
As Lindsey Gamble points out, this shift aligns with a bigger trend: social platforms and AI-powered search engines becoming primary tools for content discovery. Instagram Head Adam Mosseri confirms the platform is focusing heavily on improving search both inside and outside the app.
How to make the most of this opportunity
To maximize your newfound discoverability, focus on these key areas:
- Optimize your captions and bio: Incorporate relevant keywords naturally to help search engines understand your content’s value.
- Create high-quality, valuable content: Google favors content that provides real value—whether it’s tutorials, inspiration, or insider tips.
- Leverage reels and original content: Short-form video continues to dominate Instagram’s algorithm and now has enhanced search visibility.
- Use alt text and descriptions: These help search engines accurately index your images and videos.
What if you want to opt out?
Instagram understands this might not be right for everyone. If you prefer your professional content not appear in search results, you can:
- Disable the indexing option in your account privacy settings
- Switch your account to private
- Change your account from professional to personal
Keep in mind, search engines may take time to remove your content once you opt out.
Instagram’s new default search indexing for professional accounts is a significant opportunity for brands and creators to increase visibility and traffic beyond the platform. This change rewards strategic content creation and optimization, turning your Instagram profile into a powerful discovery tool both inside and outside the app.
“Smart growth move by Meta to expand audience reach for professional accounts and attract new customers,” says John Devoy, Kiosk VP of Search & Web Analytics. “Brands, creators, and search engines will benefit. It’s also likely that LLMs will gain access to this content through crawling or search APIs, further expanding content discovery.”
If you’re ready to boost your brand’s reach and tap into new audiences, now is the time to:
- Review your account settings and content visibility
- Refresh your captions and bios with SEO in mind
- Focus on creating high-value, original posts and Reels
- Monitor your performance and adjust your strategy accordingly
The future of content discovery is social and searchable, make sure your brand is ahead of the curve.