From Scroll to Search: Why Your Instagram Posts Are Showing Up on Google

Have you Googled a brand, influencer, or business lately and noticed something different?

Instagram content from post previews to carousels and even story highlights are now appearing in the search results. This latest update is a sign that social media and search engines are becoming more connected than ever. At Jam, we always have our finger on the pulse when it comes to these kinds of updates so we can help our clients stay ahead of the curve and make the most of every new opportunity to boost SEO.

So, here are all the answers to your questions about this new update:

What’s happening with Instagram?

We’ve seen TikTok videos, YouTube shorts and X posts appear alongside web pages on Google search. Now, some Instagram users have started getting notifications letting them know that their photos and videos may appear directly in Google search results. These can appear as posts, carousels, reels and even story highlights.

What does this mean for brands, creators and marketers?

Staying on top of the latest search and social media updates is vital for growth. Brands, creators and marketers should take advantage of these tools, not only to boost their performance but to position themselves as fresh and current.

Here’s what this new update should have you thinking about:

• Your Instagram Is now an SEO asset

  When a user searches your brand or name on Google, your last few Instagram posts have the potential to appear front and centre. Meaning your feed isn’t just for followers anymore, it’s a dynamic landing page that now plays a role in your search visibility.

  Jam Tip: Use clear, natural language in your captions and bio. Your posts should remain authentic to your brand, don’t overdo it with SEO keywords.
  
  

• More visibility = more eyes on your content
  It won’t be easy to predict which of your posts Google will choose to showcase. It could be that cheeky meme, a quickly thrown-together Reel, or a blurry behind-the-scenes photo. So, while this extra exposure could expand visibility to potential clients, customers or investors, it’s important to ensure every piece of content you post is high-quality, engaging and ready to be in the public eye.

  Jam Tip: You should assume that every one of your posts will appear in Google search. Make sure your posts are representative of your brand. Archive or clean up anything that doesn’t reflect your current goals.
  
  

• Google is here to dominate the web
  With every new update Google rolls out, it’s obvious they do not play around with their long-standing position as the web’s gatekeeper. With TikTok, Reddit, YouTube and now Instagram feeding into search engine results, Google is that one-stop shop for content discovery. People are finding what they need without leaving the search engine, meaning your SEO strategy needs to reflect this.

  Jam tip: You need to make sure your brand is appearing on every platform that matters. Do this by aligning your social media content, video strategy, and web presence under one cohesive SEO approach.