In a significant update that’s bridging the gap between social and search, Instagram business posts are now appearing in Google Search results. For the first time, your Instagram content isn’t just confined to the app, it can now show up in front of people who may never have visited your profile.
Whether you’re running a brand page, managing a campaign, or building a content strategy, this change presents new opportunities (and responsibilities) when it comes to SEO, content discovery, and brand visibility.
What's changed?
Google is starting to index public content from Instagram business accounts, including:
Individual posts
Captions
Profile bios and highlights
This means that your Instagram content can now appear alongside traditional web pages in Google search results, offering the chance for your posts to reach a broader, non-social audience.
What does this mean for brands?
In short, you need to start thinking about Instagram captions the same way you think about website content. That means being intentional with your words and writing with search intent in mind.
Here are a few key takeaways:
1. Optimise captions for SEO
Include keywords your audience is searching for, naturally woven into your captions. Think product names, categories, symptoms, use cases, or questions people might Google.
2. Answer questions in your posts
Social content that addresses common queries (“How do I use…?”, “What’s the difference between…?”, “Best product for…”) is more likely to be surfaced in search, especially if it’s clearly written and helpful.
3. Keep your profile public and up to date
Only public business accounts are eligible for indexing. Make sure your Instagram bio, profile name, and highlights reflect your brand clearly and include relevant keywords.
4. Think beyond followers
With posts now reaching search users, your content isn’t just for your existing audience. It’s for anyone who might be looking for what you offer.
What does this mean for healthcare brands?
For brands in healthcare, wellness, medicines, and medical devices, this update presents a rare opportunity to improve discoverability and support people actively seeking information about their health.
Now more than ever, your social content can play a role in guiding patients, carers, or professionals to reliable, compliant information, without relying solely on your website or paid ads.
Here’s how to adapt:
Think patient-first – What are people searching for? Answer those questions clearly in your captions.
Repurpose educational content – Turn website FAQs and product guides into Instagram posts with SEO-optimised text.
Use accessible language – Avoid jargon and keep your posts digestible. Google prefers content that’s clear and helpful.
Stay compliant – As always in healthcare, ensure your content meets relevant advertising and regulatory guidelines.
Our take at We Do Social
As social platforms continue to merge with search behaviours, brands need to evolve their strategies. This update is a clear sign that Instagram is no longer just a social platform, it’s a discoverability tool.
Start writing your Instagram captions like they’re web copy. Create posts that answer real questions. And make sure your profile reflects what your audience might be looking for.
Instagram + Google Search = A powerful new way to get found.
Need help staying on top of the change?
Get in touch, at We Do Social, we help brands focus on what works to create compelling campaigns that actually deliver.
