Instagram is Now a Discovery Engine – What This Means for Your Business

When you think of Instagram, chances are you picture scrolling through photos of holidays, pets, or a friend’s favourite new brunch spot. But something big has just changed: Google is now treating Instagram as a discovery engine, not just a social media platform.

From July 2025, Google began indexing (that’s just a fancy way of saying “listing in search results”) public posts from Instagram Business and Creator accounts. That means your Reels, photos, and carousels can now appear on Google search pages, right alongside the usual blogs, news articles, and websites you are probably more used to seeing.

This shift is a game-changer for businesses of all sizes. It’s no longer just about engagement inside the app; it’s about visibility across the entire web. Here’s what it means, why it matters, and how you can adapt your Instagram strategy to make the most of it.

Why This Change is Important

Until now, Instagram content existed inside the app. You had to open Instagram to see posts, and unless you followed someone, entered specific hashtags, or cast your eyes on a recommended post for a certain length of time, you’d probably never come across their content. Now, Google can showcase your posts to people searching for relevant topics, even if they’ve never heard of your business before.

Essentially, Instagram is no longer just social media; it’s a search tool, and if you’re not using it, you’re missing out on opportunities for potential customers to discover your business!

The benefits are huge:

• Extended reach: Your posts aren’t limited to followers anymore. They can reach anyone searching on Google.
• Longer lifespan: Instead of disappearing in a day or two, your posts could keep appearing in search results for months.
• More discovery opportunities: From “website designers in Kent” to “professional gardening machinery,” people might find your content right when they are actively looking for it.

How Businesses Should Adapt Their Instagram Strategy

If your business is on Instagram, this change opens up fresh opportunities. However, you need to approach the way you use it differently. Here’s how to improve your discoverability:

1. Make Sure You’ve Got a Business or Creator Account
   Only public Business or Creator accounts are included in Google’s indexing. If you’re still using a personal profile, now’s the time to switch if you haven’t already. Check out our post on How To Set Up an Instagram Business Page in 2025.
2. Optimise Your Captions
   Think about what someone might type into Google when looking for what you offer. Instead of vague captions, use clear, helpful phrases like “Commercial cleaning services West Midlands” or “Packaging manufacturers UK.”
3. Don’t Skip Alt Text
   Instagram lets you add “alt text”. This simply involves writing short descriptions of your images. Not only does this make your posts more accessible, but it also helps Google understand and trust your content enough to show it to users.
4. Choose Smart Hashtags
   Instead of using only trendy hashtags, add ones that describe what people might be searching for. For example, #HomeOfficeFurniture might help your content appear when someone Googles that phrase.
5. Create Evergreen Posts
   These are posts that stay relevant for a long time, such as how-to tips, guides, or product demos. Not only do they have a better chance of ranking in search results over the long term, but they also show potential customers that you’re generous with useful advice and you are industry experts.

Practical Tips to Optimise Your Instagram Content

• Think like a customer. Imagine what your ideal customer would type into Google and then use those words in your captions.
• Tell a story. Use carousels as mini-guides or step-by-step posts. Google tends to favour organised, clear information.
• Keep it natural. Don’t cram in keywords for the sake of it; write captions as if you’re speaking with customers in person and ensure it’s relevant to what they are looking for.
• Quality visuals matter. Clear, professional-looking photos or videos are more likely to catch attention when they pop up in search results.
• Stay consistent. Posting regularly gives Google more content to work with and increases your chances of getting discovered.

Instagram becoming a discovery engine is a huge opportunity for businesses. By making small tweaks such as writing clearer and more relevant captions, using smart hashtags, adding alt text, and creating evergreen content, you can give your posts a much better chance of being found on Google.

So, if you’ve ever felt frustrated that the Instagram posts you’ve worked hard to create and promote vanish too quickly, this is good news! With Google now showing them in search results, your content has the potential to work harder, be visible for longer, and reach people who are actively searching for what you do.