Hey everyone, Katie, Brandwatch’s Senior Social Media here with a big update from the world of social! 

Google can now index public Instagram posts and profiles.  
 
That means if your profile is public, your posts, reels, and feed content can show up in Google search results. In other words, your Instagram content is no longer limited to the platform; it can reach people who aren’t even on Instagram. This shift changes how brands and creators should think about their Instagram strategy. 
 
Why this matters 

• Boost discoverability: New audiences can now find you organically through search. 

• Extend content lifespan: Posts remain searchable long after the initial publish date. That reel you thought died in 48 hours? It might live on in search for months. 

• Compete in a bigger pool: Instagram content is now side by side with blogs, e-commerce sites, and news outlets. 

• SEO meets social: Keywords in captions, bios, and alt text have new weight. 

This update blurs the line between social strategy and search strategy. 
 
How to optimize your Instagram for search 
A few steps can help your content stand out: 

• Audit your profile: Use a keyword-rich bio, a clear description, and ensure your settings are public. Think of your bio like a dating app profile; if it doesn’t say what you’re about, no one’s swiping (or clicking). 

• Caption strategically: Write descriptive, searchable text. Cute one-liners are fun, but “vibes” aren’t going to rank. Add descriptive keywords. 

• Add alt text: This not only boosts accessibility but also helps Google understand your content. 

• Post with search in mind: Use tools like Google Trends or TikTok search suggestions to guide keywords. 

• Track external reach: Watch for referral traffic coming from outside Instagram to see what’s working. 
   

I would love to know how this update is affecting your social strategy?

Our team is already testing new captions and keeping an eye on any changes in our metrics.