Your Instagram Content is Now Discoverable on Google: Here’s how to Win the Social SEO Game

Instagram just changed the game. Starting from 10th July, 2025, your Instagram content can now appear in Google search results. But don’t make the mistake of assuming this is just another platform update. This is a fundamental shift that smart brands need to get to grips with and make the most of asap. And here’s how. 

GEN Z DOESN’T GOOGLE – THEY GRAM 

If you’ve been keeping up with developments in social this won’t surprise you. Research shows 46% of Gen Z now make social platforms their first stop for online search. This is a seismic shift in how younger consumers discover content. 

And now Instagram is finally catching up. TikTok has led the way in social search for years, while Pinterest and YouTube have long been established as search-friendly platforms. Instagram’s new visibility with Google search represents a huge window of opportunity. If you’re a brand willing to move fast, this is your moment. Google has already been indexing Instagram content, and it’s paying off. Instagram now appears in 11% of search results that include social media elements. 

WHAT THIS MEANS FOR YOUR BRAND

Your Instagram posts are no longer locked inside the Instagram app. They’re now mini-landing pages discoverable by Google search. This unlocks unprecedented opportunities for: 

• Increased discoverability – no need for a website or extensive blog content.  

• Longer content lifespan – your posts can appear in search results months after publication.  

• Wider reach – reach customers who might never have discovered you on Instagram. 

• More organic traffic  – flowing to both your profile and website. 

YOUR PLAYBOOK FOR SOCIAL SEO DOMINATION

Success in this new landscape means thinking differently about Instagram content creation: 

1. Account Setup Fundamentals – Make sure you have a business or creator account (personal accounts aren’t eligible), make your profile public, and opt into the indexing feature in settings.
2. Natural Keyword Integration – Think like your audience. What are they searching for on Google? Then weave those terms naturally into captions, text overlays on Reels and photos, and alt-text descriptions. The golden rule: keep it natural and genuinely helpful. Don’t stuff keywords into everything you create.
3. Strategic Research – Use tools like Google Trends, AlsoAsked, Semrush, and TikTok Creator Search Insights to understand what your audience is actually searching for.
4. Value-First Content Creation – Focus on educational content that answers real questions: think how-to guides, case studies, tutorials and behind-the-scenes processes. This approach naturally incorporates relevant keywords while providing genuine value.

CASE STUDY: WHISKY GOES SEARCHABLE 

Imagine a heritage whisky brand that wants to capture younger consumers discovering spirits through social search. 

The Strategy

Post a carousel showing summer whisky cocktails with the caption: “Best whisky cocktails for BBQ season | 5 refreshing drinks that pair perfectly with grilled food.”  

Alt-text: “Whisky highball with ice and garnish next to BBQ grill, summer outdoor entertaining”  

Hashtags: #BBQCocktails #SummerWhisky #GrillAndSip #OutdoorEntertaining. 

The Results

This content could rank for searches like “BBQ cocktails,” “summer whisky drinks,” or “best drinks for BBQ party,” driving organic traffic from younger consumers planning outdoor gatherings and seasonal entertaining. 

Why it works

It combines heritage storytelling with education, shares craftsmanship over promotion, and maintains premium positioning while optimising for search discovery. 

THE FUTURE’S SOCIAL, AND SEARCHABLE

Instagram’s move signals a broader shift in content discovery. Social platforms are evolving into search engines, while traditional search engines are incorporating more social content. Result? Massive opportunities for switched on brands.  

What’s Next? More social platforms will likely follow Instagram’s lead. The line between social media marketing and SEO will continue to blur and brands who adapt now will dominate later. 

BEFORE YOU HIT POST…

Remember your content will be more public than ever. Before posting, ask yourself: “Would I be comfortable if this appeared in Google search results?” You can opt out of indexing in your settings if you prefer to keep your content Instagram-only. 

Consider auditing your existing posts and updating captions with relevant keywords for content you’d like to see in search results. 

IT’S TIME TO THINK GOOGLE WITH THE GRAM

Instagram’s integration with Google search results isn’t just a feature update — it’s a fundamental shift in how brands can achieve visibility and growth. By treating Instagram posts as micro-landing pages and incorporating SEO best practices while maintaining authentic, valuable content, you can tap into a massive new audience of potential customers. 

The social SEO revolution is here, and Instagram just joined the party. The question isn’t whether you should adapt to this change, it’s how quickly you can optimise your strategy to take advantage of this incredible opportunity. 

Start today: review your recent posts, research your keywords, and begin crafting content that serves both your Instagram audience and Google searchers. Your future customers are already searching, make sure they can find you. 

This feature is available for business and creator accounts, and you can opt out in your settings if you prefer to keep your content Instagram-only.