The rules of search and social just changed. Here's how to show up.
On July 10, 2025, Instagram changed the game with the latest update, which will impact the social and search spaces. For the first time, Instagram will enable search engines to index public posts from professional accounts. So, what does this mean? Reels, photos, and videos from eligible accounts could now show up in Google search results alsongside your website and other branded content. The days of instagram content existing only within the app are over.
This new development has the potential to amplify your brand’s reach far beyond Instagram's algorithmic feed. However, it also calls for a more deliberate, SEO-friendly approach to Instagram content.
Instagram profiles are now more than social touchpoints - they’re extensions of your brand’s digital footprintIt and can appear directly in search engine results. This shift presents an opportunity to expand reach, increase visibility, and strengthen brand equity. However, it also brings a greater level of responsibility. Every post contributes to how your brand is perceived in a broader digital context, making content optimization essential.
For B2B organizations that have traditionally used Instagram for community engagement, , this evolution marks a critical turning point. Those who adapt their content strategies for search and discoverability will gain a competitive advantage. Teams that re-shape captions, alt text, and creative for search intent will secure early advantages, and they’ll be doing more than SEO. They’ll be closing one of the last gaps in a true omnichannel experience, where every touchpoint (social, web, events, email) shares data, reinforces the same narrative, and guides prospects forward in a single, continuous flow.
While the exact impact on SEO and Instagram performance is yet to be fully understood, one thing is clear: preparation is key to making the most of this change. Here's how you can set up your Instagram strategy:
1. Audit Your Public Content, and Your Competitor's
Anything you post on Instagram can appear in search results. Review your pinned posts, bio, and recent uploads. Do they align with your brand values? Make sure they showcase the quality and story you want users to see.
2. Reframe Your Instagram Strategy for Visibility and Value
Instagram’s role in your marketing mix is evolving. It’s about meeting your audience where they are, delivering content they care about, while also aligning with how people discover and evaluate your brand. Shift your strategy to balance what drives engagement with what drives discoverability.
Refining your strategy makes Instagram a key channel for brand growth and stronger audience engagement.
3. Optimize Captions, Bios, and Alt Text for SEO
Instagram content is part of your search footprint. Use keywords in captions, bios, and image alt text to help users discover you.
Think beyond hashtags. Refresh your keyword strategy and align your Instagram content with the themes driving your omnichannel content plan.
4. Collaborate Thoughtfully with Influencers
Instagram’s evolving role means more opportunity for your brand. We can help make the most of it - from creating content that reflects your brand and resonates with your audience to ensuring it supports your overall visibility.
Ready to elevate your Instagram strategy? Let’s talk.