Instagram photos and videos to surface on search engines

Instagram has rolled out a major update that allows public photos and videos from any user, regardless of account type, to appear in third-party search engine results. The change also means that it will offer influencers a new way to reach more people beyond their current followers and increase their visibility.

Meta has confirmed that public photos and videos from professional accounts can now be indexed by third-party search engines like Google and Bing. This means content from Reels and posts—if uploaded after January 1, 2020—could now show up in global search results, giving creators a potential visibility boost far beyond their follower base.

To qualify, the account must be public, professional, and the user must be 18 or older. Once indexed, even older posts, including those from before the user turned 18, can become searchable.

While this move could significantly enhance discoverability—especially for influencers trying to grow their digital presence or attract brand deals—it also raises privacy and content control concerns.

Creators who no longer want their content to be indexed can opt out by adjusting their account privacy settings, switching to a personal profile, or making the account private. However, Meta clarifies that de-indexing from Google or Bing may take time, and that even if an account is deleted, content may still remain visible in search results.

There are also concerns around ownership and misuse, as search engines operate under their own terms and can use indexed content at their discretion. Instagram says creators can manage remix permissions or file legal takedown requests, but admits that it can’t guarantee removal by third-party search engines.

For singer-songwriter Tanzeel Khan, the update offers both opportunity and caution. “I see this update from Instagram as both an exciting opportunity and a necessary caution for creators like me,” he said. “Having public content show up in Google search greatly enhances visibility. As an artist and content creator, this added discoverability can be a powerful tool for reaching new audiences and building a stronger digital presence—even beyond the Instagram ecosystem.”

However, he also noted the possible downsides of such visibility. “Once content is indexed by search engines, creators lose a certain level of control. It could be reused, misrepresented, or remain online longer than intended. We’ve always created content with our Instagram audience in mind—but now, we have to think about how it might be perceived on a much broader scale,” Khan added. “This shift definitely makes me more intentional about what I post publicly. I’ll continue to create authentically, but with a sharper awareness of how content might travel and be interpreted outside the platform. Striking that balance will be key.”

Filmmaker Priyanshu Modi, who recently released the microdrama Nakalchi, views the change through a more optimistic lens. “I definitely think it’d act as a great boost for all possible purposes—especially in terms of personal branding, visibility, and brand engagement,” he said. “What Instagram really lacked until now was a good search engine. But now that people can use dedicated search engines to look up a particular creator or piece of work, it makes discovery a lot easier, only for the better.”