Most likely, when you hear the term “search engine,” you probably immediately think of Google or Bing. These info powerhouses have been our go-to for everything, but over the past few weeks, the conversation has been around social media. Specifically, Instagram.
There has been a lot of chatter in the digital marketing world about Instagram, especially after the June Google algorithm update. More and more people are recognizing that Instagram is behaving like a search engine. Sort of.
Here’s a look at the Google Trends for queries related to this announcement:
Here’s what kicked off the chatter:
Starting on July 10, 2025, Instagram will allow search engines to index content from public professional accounts. While this isn’t earth-shattering news (because Instagram has been doing this since 2020), it is being rolled out to more regions across the globe.
So, if Google has been indexing content for 5 years already, why is this such a hot topic now?
- Traditional SERPs are changing. With the rise of AI Overviews, business owners want more ways to be seen for relevant searches.
- If your business doesn’t have a website or blog, a professional Instagram account is a cheaper way to get shown on search engines.
- Some research shows that younger generations prefer social media over search engines to get their information.
At Dagmar Marketing, we’re data-focused, so while Instagram might not be replacing Google anytime soon, understanding its evolving role is crucial for small to medium-sized business owners like you.
How Instagram Functions vs. Traditional Search Engines
Let’s break down the fundamental differences.
Traditional search engines like Google and Bing are built on vast indexes of websites, articles, images, and videos. When you type in a query, their algorithms scour billions of pages, looking for the most relevant and authoritative results. They prioritize information accuracy, website authority, and user intent, delivering a ranked list of external links. It’s about finding the best answer (or best optimized answer) to a specific question.
Instagram, on the other hand, was born as a social media platform. Its primary function has always been visual content sharing and community building. You scroll through feeds, interact with posts, and discover content primarily through accounts you follow, hashtags, and the Explore page. Historically, it’s been less about direct information retrieval and more about discovery and engagement.
So, Why Do People Think Instagram is Becoming a Search Engine?
The shift isn’t just a headline. It’s driven by how users are behaving and how Instagram’s features are evolving.
- Hashtag Power: While hashtags have always been a discovery tool, users are increasingly using them to find specific products, services, or information. Looking for “diy pest control” or “Jacksonville dentist”? A quick hashtag search often yields a treasure trove of content.
- Keyword Search in Bio & Captions: Instagram has enhanced its search functionality to go beyond just usernames and hashtags. Now, keywords used in bios, captions, and even comments can influence search results. This means if you’re a “coffee shop” in your bio, someone searching for coffee shops might find you.
- Location-Based Discovery: People are using Instagram’s location tags to find businesses and experiences in specific areas, much like they’d use Google Maps.
- Visual-First Information Seeking: For many products and services, seeing is believing. Instead of reading reviews, users might search Instagram directly to see real-world examples, aesthetics, or how a product looks in use. Think fashion, interior design, or food.
- Gen Z’s Preference: Younger generations, particularly Gen Z, are reportedly turning to Instagram and TikTok for initial product and even general information searches, often bypassing traditional search engines altogether. They’re looking for authentic, visual, and often user-generated content before making a decision.
How Your Business Can Optimize for Instagram’s Search Evolution
This shift presents a massive opportunity for small and medium-sized businesses. Here’s how you can optimize your Instagram presence:
- Strategic Hashtag Use: Don’t just slap on a few hashtags. Spend time researching relevant, high-traffic hashtags in your business niche. Use a mix of broad and specific hashtags, and even consider creating branded hashtags. Aim for around 5-10 relevant hashtags per post.
- Keyword-Rich Bios and Captions: Treat your Instagram bio as prime real estate for keywords. Clearly state what you do and where you’re located. In your captions, naturally weave in keywords that potential customers might use to find your products or services.
- Utilize Location Tags: Always tag your business location in posts and stories. This is crucial for local search visibility.
- High-Quality Visuals are Non-Negotiable: Remember, it’s a visual platform first. Your photos and videos need to be high-quality, appealing, and accurately represent your brand and offerings.
- Engage and Interact: The more engagement your posts receive (likes, comments, shares, saves), the more likely Instagram’s algorithm is to show your content to a wider audience, including in search results.
- Leverage Reels and Guides: These formats are highly discoverable. Use Instagram Reels to showcase products, how-tos, or behind-the-scenes content, and Guides to curate helpful resources.
The New Google Algorithm Update and Instagram Traffic
You might be wondering, “How does Google fit into all this?” Recently, Google’s June 2025 algorithm updates have placed an even greater emphasis on helpful, high-quality, and authentic content. And you know what’s often perceived as authentic and helpful? User-generated content and active social media profiles!
The screenshots below are taken from SEMrush. They show how organic traffic to Instagram has grown over the past six months on both desktop and mobile devices. Interestingly, desktop traffic to Instagram has grown more than mobile traffic has during this time frame.
While Google isn’t indexing Instagram posts in the same way it does websites, a strong, active, and optimized Instagram account can contribute to your overall online authority. Google understands that a well-rounded online presence includes social proof. If users are searching for your brand or related keywords on Google and seeing active, engaging Instagram profiles pop up in the search results (or if articles and reviews are linking to your Instagram), it can indirectly boost your visibility and perceived trustworthiness.
Furthermore, if your website features embedded Instagram feeds or links prominently to your Instagram, Google recognizes those connections, solidifying your brand’s digital footprint. It’s about building a holistic online presence where each platform supports the others. So, is Instagram a full-blown search engine? Not in the traditional sense. But it is a critical discovery engine that businesses can no longer afford to ignore for organic reach and customer acquisition. By understanding these shifts and optimizing your strategy, you can tap into a powerful new avenue for growth.
Madison Stevens
Latest posts by Madison Stevens (see all)
- Google’s AI Mode: What Businesses Need to Know in 2025 - August 16, 2025
- Is Instagram a Search Engine Now? What Small Businesses Need to Know - August 16, 2025
- MUVERA: Google’s New Algorithm Might Just Redefine Search (and SEO) - August 16, 2025
Leave a Reply