Instagram to make public posts searchable on Google and Bing

Instagram will begin allowing search engines such as Google and Bing to index public content from professional accounts starting July 10. The change will enable eligible posts, reels, and videos to appear in public search results outside the Instagram platform, potentially expanding reach for creators and brands.

According to Meta, the update applies only to professional accounts that are public and operated by users over the age of 18. Personal accounts, private profiles, and content published before January 1, 2020, will not be included.

Professional users were notified through in-app alerts stating, “Search engines will be automatically enabled to display all photos and videos on their results pages.” The update marks a departure from Instagram’s longstanding walled-garden approach, where most content remained viewable only within the app.

Users who wish to opt out of this change can do so by switching to a personal account, setting their profile to private, or manually disabling indexing in their privacy settings.

While Meta noted that it does not control how third-party search engines handle indexed content, it has requested that platforms exclude stories, highlights, and other formats outside posts and reels.

The policy shift means public Instagram content could now appear in open web search results alongside websites, blogs, and videos, increasing discoverability. Viewers will also be able to see posts without needing to log in to Instagram.

The update may have significant implications for digital marketers and creators. Content that was previously discoverable only within Instagram, through features like hashtags and the Explore tab, could now reach users outside the platform, including those not using Instagram at all.

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