Instagram will begin allowing search engines, such as Google and Microsoft Bing, to index public content from professional accounts starting today, July 10. This change means photos, reels, and videos from eligible professional users can appear in public search results across the open web, marking a shift for a platform that has traditionally kept most content contained within its app.

According to Instagram, the indexing will only apply to accounts that meet specific criteria. Eligible accounts must belong to users aged 18 or older, be set to public, and have a professional account status. Content posted before January 1, 2020, as well as personal accounts and private profiles, are excluded from the update.

Instagram is providing several opt-out methods for users who prefer their content not appear in search results. Users can switch between professional and personal accounts, set their profiles to private, or manually disable indexing through their privacy settings. The platform notes that even after opting out, it may take time for search engines to de-index content.

Implications for Content Discovery

This change aligns with broader shifts in online search behavior. According to a recent Sprout Social report, social media has surpassed traditional search engines as the primary information source for Gen Z, with 41% of respondents turning to social platforms first, compared to 32% who use search engines.

Instagram Head Adam Mosseri recently acknowledged that the platform is focusing on improving both its in-app search capabilities and how Instagram content appears in external search engines, noting, “We’re starting to invest more in search on Instagram because there’s so much amazing content.”

Marketing Impact

The update creates new opportunities for creators and brands to increase visibility beyond Instagram’s ecosystem. Content will be visible to users who aren’t logged in and even to those who don’t use Instagram. This expanded reach could potentially help professional accounts connect with audiences searching for products, topics, or services on Google.

According to a blog post by creator economy consultant and advisor Lindsey Gamble, this trend suggests that “social platforms and AI-powered search engines are becoming primary tools for content discovery, helping users find products, local spots, creators, and news.” Gamble suggests that creators who optimize their captions with relevant keywords could help their content rank higher in search results.

Sprout Social’s research indicates that social media has a significant influence on purchasing decisions, with 76% of consumers reporting that social content has influenced a purchase in the past six months. This figure rises to 90% among Gen Z users.

While Instagram has quietly allowed creators to toggle this setting for several months, the automatic enabling of indexing by default represents a formalization of the platform’s strategy to strengthen its discovery capabilities.