If you’re a creator, influencer agency, or brand using Instagram to run campaigns, you’ll want to pay attention to this one. Instagram just rolled out one of its biggest updates in years: public posts and profiles can now appear on Google Search.

That’s right. As of July 10th, Instagram has officially become searchable beyond the app, which means that Reel you posted of a dreamy Santorini sunset, that carousel highlighting eco-friendly beauty products, or even your “how to style a trench coat” tutorial, could show up on Google.

Or… are they?

As someone working closely with creators and digital marketers, I wanted to break down what this actually means for the influencer marketing  industry and what’s changing (or not) behind the scenes.

First, the Hype: Why Everyone’s Talking About It

Recently, some Instagram users started receiving notifications saying their posts would now be indexable by Google. Naturally, the internet went into buzz-mode. Industry chatter picked up. News outlets labeled it a “major shift in discoverability.” And a bunch of people (myself included) wondered what it really meant.

Until now, Instagram content has lived mostly inside the app. It was hard for content to surface in broader web searches, which made discoverability limited to those already on the platform.

Now, with Google indexing enabled:

• A travel creator’s Reel of rooftop bars in Bangkok might outrank a blog article on the same topic.
  
  
• A fashion influencer’s “How to style wide-leg pants” post could become the top result for style-seekers.
  
  
• A brand’s product demo or launch teaser could show up when someone Googles reviews or how-tos.
  
  

I tried it myself: Googled a few public IG accounts and yep, posts were already showing up in the search results.

This update gives your content a second life, not just fleeting engagement on Instagram, but long-term, evergreen visibility on the open web.

How to Take Advantage

To take advantage of this feature keep in mind the following:

• Your account must be public, professional, and 18+ to be indexed.
• Remixed content may appear too, if permissions allow.
• You can always opt out via Instagram’s privacy settings, but why would you?

Think of every post now as a potential landing page. Here’s how to future-proof your content for Google:

1. Use keyword-rich captions. Instead of “wanderlust vibes 🌍✈️”, try “10-day Thailand itinerary for solo travelers.”
2. Create evergreen value. Think how-tos, product reviews, travel tips, skincare routines—topics that are always being searched.
3. Optimize visuals. Include on-screen text in Reels that reinforces the message (e.g. “How to apply for a Schengen Visa”).
4. Foster engagement. Comments matter! Real conversations boost visibility on both Instagram and search engines.

But Wait! Not All that Shines Is Gold… A Quick Reality Check

Let me clear some things up. Despite the excitement build around this feature the last couple of weeks, this isn’t actually a new feature in most regions. Instagram posts from public, professional accounts (with users over 18) have already been indexable by Google for a while now.

Here’s what actually happened:

• Instagram rolled out a new notification to more users informing them that their public content could appear in search.
  
  
• This sparked speculation that a major indexing change was taking place.
  
  
• But according to Instagram’s own Help Center, Google has been allowed to crawl public Reels and posts uploaded since January 1, 2020, as long as the account meets specific criteria (public, over 18, professional account).
  
  
• Instagram confirmed that this has already been the case in most regions. What’s changing now is the global rollout and expanded transparency to users who might not have known their content was already visible in search.
  
  

So unless you’re in a region where this feature just went live (and you saw that notification), this isn’t a sudden revolution, it’s more of a formalization.

What Is Valuable Here (Especially for Influencer Marketing)

All that said, I still think this is a huge reminder of an overlooked opportunity, treating Instagram content like evergreen, SEO-friendly material. Because whether you just got indexed or you’ve been there for years, your content can now live way beyond the scroll.

How to Optimize for Instagram + Search

This might not be a "new" update, but it is a great excuse to start thinking SEO-first. Here’s how you should bring it into action:

• Write captions like they’ll live forever (because now, they can).
  
  
• Use relevant, specific hashtags that double as search terms.
  
  
• Add value-driven storytelling—don’t just post product pics, explain why it matters.
  
  
• Treat high-performing Reels like blog posts: structured, clear, and keyword-conscious.

It’s Not Hype—It’s a Nudge

This update might not be breaking news if you’ve already had public IG posts indexed. But it is a timely nudge to take content discoverability seriously.

Instagram indexing (new or not) is a tool worth optimizing for.