TL;DR: Meta has changed their policy on sharing content published on Instagram. Now, Meta allows search engines to index photos and videos from public Business and Creator accounts. This change makes it easier for brands to reach customers who may not (yet) follow your account on Instagram.
What's new?
On July 10, 2025, Meta announced that search engines like Google, Bing, Ecosia, etc. can automatically index a brand's photos, videos, Reels, captions, alt text, highlights, and hashtags in SERPs and direct answers. Brands are welcome to opt-out and keep their content searchable only on Instagram, but indexing is now a default setting for public, professional accounts.
Why does this matter for multi-location brands and marketers?
If you or someone on your team is responsible for managing local content, listings, SEO and AEO, or social media, this is an exciting opportunity. Social media has always been an essential part of the modern customer journey. Now, with this change, brands can reach customers who may not (yet) follow your account on Instagram.
How to optimize your Instagram posts for greater visibility
Here's how to optimize your Instagram posts for more visibility in Google and AI search results:
Double down on video. Instagram's algorithm continues to prioritize Reels.
Share your own point of view. Stand out with unique content that's brand-right and original.
Create useful content. Google likes it when brands are helpful, so create content that's practical and inspirational.
Don't scrimp on descriptions. Always write concise captions, use relevant keywords, create alt image text, and (of course) use hashtags.
Prioritize local social content. Search engines value comprehensive, complete, and consistent signals from brands. The more local your content, the more likely you are to raise your local branch, restaurant, office, or storefront with high-intent customers in the community.
NOTE: Instagram allows search engines to index public photos and videos reaching all the way back to January 1, 2020. If you have some "greatest hits" that might be relevant with a little updating, work that into your social calendar, too.
Stay on top of the latest news and trends in how people search today. Read The Search Shift
