SERP 23.06.25

Meta announces Instagram update set to shake up search

Latest Instagram update

Whether it’s changing the aspect ratio in the grid or remixing Reels to chase behind TikTok’s Stitch feature, Meta, Instagram’s parent company, is always evolving the photo and short-form video app.

The latest change, coming July 10th, 2025, is set to be the biggest update yet. Some users may have already noticed a notification for their professional accounts: “Your public photos and videos may soon appear in search engine results. From 10th July 2025, search engines will automatically be allowed to show all photos and videos on result pages.”

What does Instagram’s update mean for my profile?

This new July update means that public content on a professional Instagram account will automatically be available for indexing within SERPs (Search Engine Result Pages). Search engines such as Google already show short-form video content in the SERPs from Google-owned property YouTube and ByteDance-owned TikTok. However, previously, Meta has generally requested that search engines do not index Instagram users’ content, except for allowing indexing of public content uploaded from January 1st, 2020, onwards from criteria-meeting accounts. This is how you may see Instagram content in Google Image search, for example. The current criteria include:

The account holder is currently over 18
The account is currently public
The account is currently a professional account

This new update to Instagram content indexing means that Instagram is no longer discouraging search engines from indexing content and allowing for default consent.

Can you opt out of automatic Instagram indexing?

Users still have control over their professional account content and can opt out of search engine indexing by changing privacy settings preferences. Users can also opt out of automatic indexing by setting their professional accounts to private or switching from their professional account to a personal account.

Opt out of automatic Instagram indexing by following the steps below:

Go to Instagram Settings and Activity
Find Account privacy
Turn off “Allow public photos and videos to appear in search engine results”

How will Instagram indexing benefit professional accounts?

This automatic indexing update from Instagram may seem scary and overwhelming, especially for SMEs. However, it need not be. This can be a great opportunity for businesses to revolutionise their Instagram strategy and harness the platform as a new source of Organic Search traffic. Applying some SEO tactics to an Instagram upload can break the metaphorical glass screen and expand visibility beyond the Explore page.

Due to the limitations of Instagram, there are only so many technical SEO strategies you can apply to your posts to help them get visible. You can hardly apply an internal linking strategy when the only links you can add to your profile are in the bio. Seriously, when will Instagram add links in captions? Give the people what they want, Instagram!

Google says that valuable, relevant content and providing that for users is at the heart of every update. With that in mind, and the evolution of AI-Search, we recommend focusing a great deal of attention on ensuring that content is helpful, valuable, informative, and relevant. Out are the days of posting captions to in-jokes that only work within the context of seeing the image or video. Now is the time to make sure your captions are hitting all the messaging points and optimised keywords.

Read how your business is affected by the European Accessibility Act 2025

European Accessibility Act 2025

Why is Meta allowing Instagram automatic indexing now?

In a recent interview with the podcast “Build Your Tribe”, Instagram CEO Adam Mosseri is quoted as saying, “The ability to search for content on Instagram is not satisfactory at the moment… Now the function of searching for the content itself, not finding an account, is becoming more important.”

With Google’s AI Overviews and AI-Mode search on the horizon, Mosseri isn’t wrong. That’s not to mention the rise of social media as a search engine, particularly among Gen Z and Gen Alpha users; users are consuming content first, and looking at the source second.

It’s an internet joke that what’s trending on TikTok will trend on Instagram Reels a month later. With YouTube and TikTok already appearing in Google SERP, Instagram is already a step behind in Search. We will have to wait and see after the July 10th update what the SERP landscape will look like. What we do know is that if you’re a professional Instagram account, take this opportunity by both hands and get creative.

Key takeaways

Meta announces major update for professional accounts on July 10th, 2025.
Search engines will automatically be allowed to show all photos and videos in the SERPs.
Account holders will be able to disable this feature within the privacy settings.
Automatic Instagram indexing is a great opportunity for SMEs to gain visibility off the Instagram platform.
Instagram continues to plan long-term changes in how the platform presents content to users.

If you want to find out how to optimise your Instagram profile and content for visibility in the SERP, get in touch with our expert team.