Instagram is letting search engines like Google and Bing index public content from professional accounts. Starting July 10, any photo, reel, or video posted by an eligible professional user can appear in public search results. This marks a shift for a platform that has traditionally kept most of its content contained within its app.

In recent days, Instagram began sending notifications to professional users alerting them to the change. The message reads, “Search engines will be automatically enabled to display all photos and videos on their results pages.” Public professional accounts could soon have their visual content appear across the open web.

Previously, Instagram had a robots.txt file that prevented search engines from indexing its content. That kept most user-generated posts off the searchable internet. Now, the platform is opening up, allowing Instagram content to compete for search visibility.

Professional accounts on Instagram can now appear when people search on Google, alongside other content like blog posts, articles, and YouTube videos.

Accounts eligible for the new change

According to Instagram, the update only applies to users who are:

• Over the age of 18
• Using a professional account
• Have their profile set to public

This means that personal accounts and private profiles are excluded. Once users meet these requirements, content from their accounts becomes eligible for indexing. According to Instagram, the feature will be on by default. To access it, users can find the option under Privacy in their Settings. Next, they can toggle on “Allow public photos and videos to appear in search engine results.”

The platform also noted that users can choose to opt out. To prevent content from showing up in search engine results, users can:

• Switch their account from professional to personal
• Set their profile to private
• Disable indexing manually through their privacy settings

Older content and remixed posts are included for indexing

The new policy includes posts and reels dating back to January 1, 2020. Even if the content was uploaded before the user turned 18, it can still be indexed as long as the account now meets the age and eligibility requirements.

Additionally, if someone remixes a user’s content and the user has enabled remixes, the remixed versions may also be indexed and could appear in search results.

Instagram noted that third-party search engines may take time to remove content if users disable indexing after it has already been crawled.

On its official site, the platform stated that although Meta does not control how third-party search engines use indexed content, it requests that engines do not index stories, highlights, or content outside of posts and reels. However, once a post is indexed, people can view and share its content freely.

What the new Instagram change means for marketers and creators

Right now, most Instagram discovery happens within the app through hashtags, the Explore tab, or shared posts. But starting July 10, the reach of public content may extend beyond the app. That includes visibility to users who aren’t logged in and even to those who don’t use Instagram.

The change opens the door for content to appear in broader Google search results, alongside YouTube videos, news articles, or blog posts. In its notifications to users, Instagram notes that “more people could discover your professional account content outside of Instagram.” That could include people searching for a product, a name, or a topic on Google and landing on an Instagram post.

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