Instagram’s July 10th Update: The Moment Social Search Becomes SEO Strategy

The latest Instagram update from Meta is about to change the game for marketers, creators and SEO specialists alike. From July 10th 2025, all public content from professional Instagram accounts will become eligible to appear in search engine results by default.

That means Instagram photos, videos, Reels, and carousels can now surface directly in Google searches, without users needing to open the app. It’s one of the most impactful Instagram updates in recent years and signals a deeper convergence between social media and search.

Why is this Instagram update happening?

The update follows a wider pattern across the digital landscape. As Social Search behaviour has grown across the likes of Instagram, TikTok, Pinterest and YouTube, particularly among Gen Z and Gen Alpha, platforms are being forced to adapt quickly.

Instagram’s move aligns to the booming rise of Zero Click Search, Google’s AI Overviews, and the role of TikTok in Gen Z search, increasing the demand for multimedia-first results. By allowing its content to be indexed, Instagram is opening the door to external discoverability, making Instagram’s social content a genuine branch in wider SEO strategies, not just an engagement tool.

What does this Instagram update mean for brands?

For professional accounts, this update marks a significant step in Instagram’s evolution as an awareness and commercial channel. Content will no longer live solely within the confines of the feed or Explore page. With the right approach, it can drive organic visibility, search traffic and even conversion intent.

Think of Instagram posts like miniature landing pages.

Captions should be written with keywords in mind. Visuals should be optimised for both branding and clarity. Alt text should become standard practice on every image, carousel and video reel thumbnail. And storytelling needs to go beyond jumping on trends into value-led content that delivers value, inspires action, or supports user search intent.

A new chapter for Instagram marketing strategies

This isn’t just a functional update. It’s a strategic one. Brands will need to rewire how they approach Instagram marketing.

If you’ve deprioritised Instagram in recent years, favouring TikTok for reach or LinkedIn for B2B, this update gives new reason to re-engage. Instagram content can now play a larger role in multi-channel search strategies, acting as both brand builder and traffic driver.

For those already active on the platform, now is the time to:

• Audit your current content through a search lens
  
• Revisit your caption copy and keyword use
  
• Introduce alt text and update image naming conventions
  
• Align content themes with high-intent queries
  
• Monitor how your content appears in SERPs post-rollout
  

It’s no longer enough to post visually striking content. Discoverability now hinges on structure, intent and optimisation.

The role of Instagram in a zero-click future

As SEO and social continue to align, this update ties Instagram more tightly into the fabric of zero-click search. Users are increasingly finding what they need directly in SERPs; whether that’s how-to videos, visual inspiration, product demos or creator-led reviews.

Instagram’s inclusion means the platform could become a central touchpoint in that journey. One where users find answers without ever visiting a traditional website, but still encounter branded content in meaningful, native ways.

Jake Crabb, Marketing Manager at Disrupt, explains why the update should prompt brands to re-evaluate Instagram’s role in their digital strategy and why it’s an important moment for aligning social and search:

“The July 10th update marks a major shift in both social media discoverability and the wider search landscape. For brand marketers and social media managers, it puts Instagram firmly back in the spotlight, not just as a place to build a brand and have a presence, but with an actual use case as a channel with real search value.

Those already investing time in Instagram strategies will be one step ahead, especially if they’re up to speed on platform best practices and have been leaning into social search over the past few years. But for brands still on the fence, this update is a clear signal to act. If your content can now rank in SERPs, Instagram becomes more than just a scroll-based platform, it becomes a genuine driver of organic reach.

Putting my Disrupt hat on, it also opens the door to smarter influencer strategies. Brands securing usage rights to creator content could now see those assets working overtime in building credibility in-feed and visibility in the search.

With Zero Click Search on the rise and algorithms increasingly prioritising multimedia results, Instagram will now be a part of the SEO conversation, meaning it’s time to rethink how your brand shows up on social and across the entire search journey.”

Final thoughts

While social media is constantly evolving, this Instagram update feels more significant than the norm. It’s a signpost for the future of social media, search, and how brands craft content in an evolving digital landscape. The impact it will have is yet to be seen, but the potential is clear.

Those who move early, combining creative excellence with strategic optimisation, won’t just keep up with the shift. They’ll shape it.

If you’re ready to start making the most of your social, your search, or both, Disrupt Marketing as part of the Tomorrow Group, is here to help you lead with impact. Let’s talk.