New! Instagram + Google: 6 Reasons Why This is a Big Deal for Brands & 6 Ways to Make Your Influencer Campaigns More SEO-Friendly

Key Takeaways

• What’s Happening: Instagram will automatically show public profiles and posts in Google search results, driving more visibility for influencer content‍
• 6 Reasons why this is a big deal for brands: Your Instagram content does double duty, becomes SEO content, and is evergreen. You can also earn organic traffic to Instagram.‍
• What it means for influencer campaigns: Campaigns can now directly boost SEO, making them efficient and future-proof investments‍
• CHECKLIST: How to SEO-optimize your influencer campaigns

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Starting July 10, 2025, Instagram allows search engines like Google to display public posts on search results pages. This change makes Instagram a powerful SEO (Search Engine Optimization) tool for businesses.

Good News: Social media activity can help you reach your audience via search engine, and it’s even more relevant than ever.

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What’s Happening with Instagram and Google and Why Does it Matter?

Instagram will automatically show public profiles and posts (photos, videos) in Google search results. This expands the potential audience that could see [most of] your Instagram content.

Instagram generally requests that search engines like Google and Microsoft Bing do not index the content of users’ photos and videos from stories, reels, posts, and highlights. However, Instagram allows search engines to index photos and videos from public reels and posts that were uploaded or posted from January 1, 2020, onwards from accounts that are currently public and professional accounts, with the account holder being over 18. It’s also possible to turn off indexing.

In a nutshell: Appearing in Google search results → More visibility for your influencer content → More traffic and conversions

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Instagram Acknowledges Their Search Needs a Boost

Instagram head Adam Mosseri has previously admitted that the app’s own search tools is an area where Instagram could do more to compete.

Search improvements could benefit both those who are looking and “also for creators … it should allow content to resurface so that you don’t get all the value in those first 24 or 48 hours.”

The need is particularly important, considering results from other social platforms like TikTok, YouTube, and Reddit often rank highly in search results. The greater reach Instagram content has, the more benefit for both Meta (Instagram’s parent company) as well as individual Instagram creators. Letting search engines index posts could help content live longer and reach more people.

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6 Reasons Why Google Indexing Instagram Content is a Big Deal for Brands

This evolution proves that social media isn’t just for engagement anymore – it’s becoming a high-impact visibility driver across platforms. For brands, influencer marketing is definitely no longer a "nice-to-have" but a strategic lever for boosting discoverability and brand relevance in search.

1. Your Instagram Content Becomes SEO Content

Ranking on Google’s first SERP (Search Engine Results Page) requires great efforts that can take years to build credibility and increase PageRank. While it’s still a challenge, this change gives brands a big boost. The content you’re already generating for Instagram can now contribute to your SEO efforts. 

2. Instagram Content Does Double Duty

All of your Instagram content can do double duty and serve to boost SEO while continuing to engage with your audience on social media. Social content isn't just a brand and community-building tool anymore; it's also a strong search asset.

With this new channel for your Instagram content, your posts can potentially be seen by more people, expanding your reach even further.

3. Instagram Content is Evergreen

Your Instagram content is also more evergreen and future-proof. It can appear in search results, generating new views long after it was published on Instagram.

Brands benefit from more value per post. One single campaign can generate social engagement and long-tail search traffic.

4. You can Earn Organic Traffic to Instagram

The change could also increase organic traffic to your Instagram profile and website – even for people who don’t use Instagram. Extra traffic with no extra work required! Investing in smart, social-first campaigns is also an investment in long-term discoverability and SEO impact.

5. Website-Free SEO

Even brands that don’t have a website or blog can now be discoverable on search engines.

6. More Types of Content to Contribute to SEO

Instagram content being discoverable in Google search has the impact of enabling more types of content to contribute to SEO. UGC and creator posts can now also rank and have the power to support SEO efforts.

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“Search” Shifts Further from Search Engines to Social

The shift started years ago, but this recent news further blurs the lines between social media and SEO. Social platforms serve as a primary tool for content discovery. Particularly for Gen Z, TikTok and Instagram are already favored search engines —now they fuel Google Search too.

According to SOCi’s 2025 Consumer Behavior Index, Gen Z navigates “a mosaic of micro-decisions” rather than relying on a single search engine or mapping app. “Their journey could begin on TikTok, continue through Reddit threads or Yelp reviews, and culminate in a Google Maps search.”

Monica Ho, CMO of SOCi, stated, “Gen Z is redefining what discovery looks like; they don’t follow a path, they create one. Brands that can’t meet them across platforms with authenticity and proof won’t earn their trust or their business.”

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What It Means for Influencer Campaigns

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A few specific things for brands to keep in mind when managing influencer campaigns:

• Trust + Visibility: Collaborating with influencers helps brands engage with their audience, building trust. Now these campaigns can also boost visibility.
• Brief Influencers on SEO: Inform influencers of the impact of this change and ask them to include SEO-friendly captions, hashtags, and tags.

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Our Take as a Social-First Agency

Since 2016, Kingfluencers has connected brands with authentic creators, ensured genuine proximity to communities and target audiences, and made brands visible in the market – with impact.

This update validates our approach: brand storytelling on social isn’t an isolated tactic, it’s a strategic initiative that can drive real results, including generating revenue. Brands that invest in well-executed influencer marketing will now gain compounding value across search and social.

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CHECKLIST: How to SEO-Optimize Your Influencer Campaigns

• Confirm that your Instagram account is professional and public.
• Conduct SEO research to determine what keywords and terms your ideal customers are searching for.
• Incorporate the keywords into your posts in a natural way, including:
  
  • Captions and video screen text
  • Alt text on images
  • Hashtags
  • Bio
• Apply these principles to static posts, carousels, reels, and videos.
• Consider auditing old content to apply SEO principles there as well. The indexing goes back to January 1, 2020.
• Create SEO content that answers the questions your audience searches and is educational, such as:
  
  • How-tos, like understanding the difference between influencers and content creators
  • ‍Case studies
  • Guides, such as forecasting trends
  • Tutorials and deep dives like whether a new trend is overhyped or an actual game-changer.

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