We’ll answer your questions about Instagram content being shown by search engines.

Google now shows Instagram posts: what to know

There has been a seismic change surrounding Instagram since the middle of 2025. Instagram pages and posts can be indexed by Google’s crawlers. This means that your brand’s images, written captions and more can be found in its search engine results pages (SERPs).

This development looks set to change the way that businesses harness this social media network to their advantage. It also means you may need to up your branding and content game, as this blog will discuss.

However, there are many exciting outcomes from having your Instagram posts shown in potential customers’ SERPs. Continue reading to learn more and discover five reasons to get on board with this new development when marketing your business.

What did Instagram’s announcement say?

Is your business on Instagram yet? If you answered ‘yes’, you may remember receiving this notification several weeks ago:

“Your public photos and videos may soon appear in search engine results. Search engines will automatically be allowed to show all photos and videos on result pages.”

Before this, Instagram had requested that search engines not crawl/show its platform’s content, using robots.txt files as well as noindex tags to prevent it.

Therefore, this new direction represents a massive shift in policy. Now, all professional accounts will, by default, have the following Instagram elements appear in relevant SERPs:

• Instagram posts
• Carousels
• Videos
• Reels
• Pages
• Alt text
• Geo tags.

It should be noted that this is for public content, so you should be indexed, provided that you don’t opt out or have a private account instead of a business one.

What had prompted this move by Instagram?

In recent years, it has become clear that Gen Z (born 1997-2009) are increasingly abandoning the same search engines that their elders, including Millennials (1981-1996) and Gen X (1965-1980), grew up relying on. Instead, they often go to Instagram, TikTok and Pinterest to discover a product or find the answer to their questions. This is known as ‘social search’.

Forbes backed up this claim in 2024 when it reported that “There Is a 25% Decline in Using Google for Search Between Generation Z and Generation X”. Clearly, search behaviours have changed among younger consumers. There have also been suggestions that Instagram content was being indexed by Google before the 2025 announcement. Perhaps this new approach will be mutually beneficial to both parties.

What does Instagram indexing mean for businesses (like yours)?

This is an exciting development for solopreneurs, SMEs, as well as larger companies who decide to use Instagram. It allows your brand to be found by new customers and direct traffic to your social media account on the platform. No longer will the captions and imagery you create (or approve) be confined to the Insta-sphere.

In turn, your business page and posts can now become part of the process of directing online visitors to your website and blog. That is why you need to ensure that all your digital touch points look their best and are projecting a coherent and professional image.

With this in mind, how can you increase the appeal of your online presence? We have the answers below.

Considered Instagram content that matters

Optimised Instagram posts will perform better and increase the likelihood of them appearing on SERPs. Equally, your Instagram business page needs to tell visitors:

• Who you are and what you offer
• Your industry and USPs (if possible)
• Links to your website/other socials.

This can be a tight squeeze in the few characters you are given. But if done well, relevant terms (keywords) and hashtags can help you rank on SERPs.

Visuals matter too, especially on Instagram’s iconic grid format. Hence, our high-quality photography and videography services can increase your visual appeal. Approach your Instagram as a mini website, where leads can be generated and moved through your sales funnel.

Stylish websites worthy of your business

Once curious Instagram or Google users have trusted you and clicked through to your website and blog, they need a reason to stay there.

Here are a few things to consider:

• Are your brand images professional and represent your company now?
• Does it have fast load times and function well for visitors?
• Would it appeal to your target audience?
• Does your website pass the seven seconds test? In this time, it should explain:
  • What you do
  • Who your services/products help
  • What website visitors should do next (aka a call-to-action).

Thankfully, our award-winning design agency can transform dated sites, launch or rebrand, as we have done for our many satisfied clients (Portfolio).

Social media vs business website

Wondering if you should save costs by closing your website and concentrating instead on Instagram now that it is indexed? We would highly advise against this move, with several arguments presented in our blog ‘Do websites matter in the age of social media?‘.

Instead, consider spending time on updating your website with highly relevant blog articles and updates. Instagram indexing has not killed the website argument altogether – rather, it has become part of a multi-channel marketing strategy where websites and social media unite to attract leads. Your company website is the main course after the social media starter has piqued customers’ appetites for information.

Wondering how best to create compelling graphics and a logo for your Instagram and other social media accounts. Learn what services thefingerprint offers besides logo and website design to see how else we can help you.

5 Reasons to get on board with Instagram today

If you are still on the social media fence, here are five persuasive reasons why many businesses will begin or continue to use this new indexed Instagram within their marketing strategy.

1.     Increased brand exposure

Don’t forget that Instagram is a massive global platform, capable of giving your business worldwide exposure. But now, with indexing, your posts and bio can be found by a wider audience on search engines. This includes potential customers both on and off Instagram.

2.     More followers on the platform

Once discovered on SERPs, indexing can help you grow your loyal following on Instagram. More appearances in more people’s feeds increase your chances of going viral. However, likes and shares are also valuable in circulating your content to new consumers.

3.     It’s (mostly) free marketing

If you manage your own Instagram business account, there are few costs involved, except the value of your or an employee’s time. Keen to delegate the activity to a member of your team? You could see a healthy ROI given the social network’s recently increased visibility.

4.     Stand out from the competition

If you know that your local or industry competitors are not making the most of their Instagram account, now could be a great opportunity to optimise your business’s social account.

Are they regularly posting high-quality posts? Is their bio complete? Do you feel you could offer more value and education than their written captions? Now you can stand out to clients on SERPs too.

5.     Helpful for reaching your target audience

Sure, the large volume of now-indexed posts makes other Instagram business accounts your competition on SERPs. However, customers will be looking for what you offer, make or provide in their Google, Bing or other sites’ search queries.

However, this could help niche brands find a like-minded audience at a time when AI search results are arguably reducing websites’ organic visitor numbers. Customers’ relevant search queries may help them discover your optimised posts.

It’s a brave new world, rely on trusted support

Rather than spending hours creating DIY social media images, logos and banners to the wrong dimensions, writing effective captions, or struggling to photograph or video high-quality content, thefingerprint can take these difficult tasks off your hands.

Email design@thefingerprint.co.uk or contact thefingerprint to discover your options on a free discovery call.

 

If you found this helpful, then you should also read these articles: Why Loomly is our first choice for social media management, Why a brand is important and why it’s not just a logo and How to optimise your website for local search in 2025.