Instagram has updated its features to allow public posts from professional accounts to be automatically indexed by Google. As a result, Instagram photos and videos can now appear directly in Google search results. Users were notified about this change, which has prompted discussions about potential impacts on search engine optimization (SEO) practices.
What experts think of the update
Leslie Ann Hall, CEO of Iced Media, described the update as a major change for content discovery. Hall noted that the collaboration between Instagram and Google reflects a strategic decision, as both companies compete with platforms like TikTok and emerging AI-powered tools.
Some analysts have noted, however, that the update is an expansion of Instagram’s existing indexing system. Andrew Hutchinson from Social Media Today referenced an Instagram Help Center post that indicated Google has indexed public posts and Reels since 2020, given certain requirements were met. Hutchinson pointed out that the expansion mainly affects the regions where the indexing capability is available.
Pros of the search tool enhancement
The update is part of Instagram’s broader efforts to improve its search tools. Instagram recently announced enhancements to its content search features. Adam Mosseri, Head of Instagram, acknowledged that the current system is limited and emphasized the importance of enabling users to find more varied content.
The integration of Instagram content into Google search results could affect how users search for and view social media content. Formats like Reels may be included in search display features such as carousels. Adoption and long-term impact remain to be seen, but the update shows how Instagram responds to developments in the search and social media sectors.
For creators, this update means increased visibility for their content beyond Instagram’s platform. Public posts from professional accounts can now reach a broader audience through Google search results, potentially driving more traffic and engagement.