Starting July 10, 2025, Instagram posts are now showing up in Google Search results. Yep, your Reels, carousels, and static posts could soon appear alongside blog posts and websites when someone Googles a relevant topic.
For creators, this is more than just a fun algorithm update—it’s a game-changer. Here's why it matters and how to optimize your content for this new wave of visibility.
Instagram has always been a powerful platform for building community and brand, but it hasn’t traditionally offered long-term discoverability like YouTube or blogs. Most content would get a short burst of attention and then disappear into the feed abyss.
Now, with Instagram posts showing up in Google Search, your content has the potential to live longer and be discovered by people actively searching for your topic—not just those already following you.
Let’s say you’re a beauty creator who posts a Reel reviewing a new viral product. If someone Googles “Rare Beauty tinted moisturizer review,” your post could show up right alongside blog reviews and YouTube videos.
This opens the door to organic, evergreen reach. Which is a big win for creators trying to get more from the content they’re already making.
Instagram recently confirmed something many social media managers and creators had already suspected: hashtags no longer boost post reach. They still have a place in search results, but they’re no longer the driver of discovery they once were. This means it’s time to shift your content strategy from hashtag-heavy captions to keyword-rich content that shows up in both Instagram and Google Search.
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✅ Use keywords in your captions, on-screen text, and video titles
The more clearly you describe what your content is about, the easier it is for both Instagram’s internal search and Google’s crawlers to index it.
✅ Think like your audience
What would someone type into Google or Instagram to find content like yours? For example, instead of a vague caption like “Weekend vibes 🍷🌇,” try “Best new rooftop wine bar in NYC.”
✅ Research trending keywords in your niche
Browse similar creators’ content, look at search bar autocomplete suggestions, or check out our Mastering SEO for Social Media guide for a step-by-step breakdown.
✅ Keep it natural
Keyword stuffing won’t help—and can even hurt—your reach. Focus on writing clear, helpful, and engaging captions that include relevant keywords where they fit.
Want a deeper dive on how to use keywords effectively? Watch our video on social media SEO to learn how to make your content more discoverable without sacrificing your tone or authenticity.
As Google and social platforms continue to overlap, creators who embrace search-friendly content will be the ones who win long-term. This shift doesn’t mean you need to become a full-on SEO expert—it just means being intentional with your words and strategic about how you describe your content.
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