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On July 10, 2025, a small toggle will make a big impact: Instagram will allow professional accounts to opt in to search engine indexing. Making all photos, captions and videos searchable. The announcement, quietly delivered in-app, reads:
“Starting July 10, 2025, public content from professional accounts may appear in search engine results.”
But don’t be fooled by the simplicity. This update has the potential to reshape how brands and creators are discovered—both on and off the platform.
At South Made, we’ve been tracking the growing convergence between social media and search engine visibility for years. Now, we’re seeing that shift become official policy. (Finally one update that has us excited, not angry!)
Until now, Instagram used robots.txt files and noindex tags to ask search engines not to index its content. But that was more of a polite request than a lock. Google has already indexed millions of public Instagram posts, especially reels, videos, and profiles.
Other search engines, like Bing or DuckDuckGo, have respected Instagram’s requests more strictly—though inconsistently.
Starting July 10, professional users will gain the ability to control this visibility from within the app’s privacy settings. This means:
We’ve been monitoring the presence of social content in Google SERPs for years. According to recent data from SEOZoom:
This isn’t fringe activity. Social content is becoming a core part of search results, particularly when users search for entertainment, tourism, food, culture, or trending topics.
But remember, you need to “Opt In” to rep the benefits. You also need a social media strategy so that what you post actually helps you in search.
If you’ve noticed organic traffic declining, you’re not alone. With the rise of Google AI Overview, traditional organic links are being pushed down (or off) the page.
What does this mean? You need diversified visibility. Relying solely on your website is no longer viable. Social platforms—especially if indexed—are becoming integral pieces of a discoverability strategy.
Instagram isn’t changing the game—it’s making the rules visible.
Google’s already been indexing public Instagram content. Now, Instagram gives you a say in the matter. Whether you’re a brand, influencer, or content creator, this elevates social content to a discoverable asset.
If you’re already working with South Made, we’ll help you assess your visibility options and make strategic recommendations. If not, now’s a perfect time to revisit how your social content can support (and enhance) your broader SEO and brand visibility strategy.
Need help navigating the new rules of social + search?
Contact South Made Marketing – Let’s build visibility that works across platforms.
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