Instagram posts now show up in Google search: what Australian not-for-profits need to know

But doesn’t Google already show Instagram posts?

Talking to clients about Instagram’s new Google indexing feature, the same response keeps popping up. ‘Isn’t Instagram already showing up in Google search results?’

Well, yes, kinda. But as of July 10, this year it’s become official. And that means big opportunities to expand your organisation’s reach.

This isn’t just another tech update to ignore. It’s a genuine game-changer for Australian non-profits and social enterprises. A free way to reach new supporters, volunteers and donors that requires just a few simple tweaks to what you’re already doing.

Let’s take a look at what’s happening, why it matters and the easy steps you can take right now to make the most of it.

Instagram posts can now show up when people search on Google

Starting July 10, 2025, Instagram decided to open its doors to Google search. This means Google and other search engines can find and display your Instagram posts when people search online.

It’s true that Instagram posts have occasionally made their way into search results in the past, but there’s a difference.

Before: Instagram was like a private club. The only people who could see your posts were those who already followed you or specifically visited your Instagram page. Sometimes Google would sneak a peek and show your content anyway, but it wasn’t with Instagram’s stamp of approval.

Now: Instagram has officially rolled out the red carpet for Google. They’ve decided search engines can scan the platform for interesting content and show it to anyone searching for related topics.

This means when someone Googles ‘volunteer opportunities Melbourne’ or ‘disability support services Geelong’ your Instagram posts about those topics might now appear in their search results – even if they’ve never heard of your organisation before.

Does this change apply to all Instagram accounts?

Instagram has been selective about which accounts get this new visibility boost. The feature applies to:

• business or creator accounts (not personal accounts)
• public accounts (not private ones)
• account holders over 18 years old.

If you’re running a non-profit or social enterprise Instagram account, you’re likely already using a business account, which makes you eligible.

The feature is automatically switched on for accounts that qualify, though you can turn it off if you prefer to keep your content Instagram-only. But why would you? Check out the list of pros and cons below.

Why should Australian non-profits and social enterprises care?

This change offers 3 major opportunities:

Reach people who don’t use Instagram

Your social benefit work and can now be discovered by people who don’t use Instagram but do search on Google. That’s millions of potential supporters you couldn’t reach before.

Give your content a longer life

Usually, your Instagram followers will see your posts for a day or 2 before disappearing into their feeds. Now your content can be found months or even years later when someone searches for related topics.

Cost-effective visibility

This change extends your organic reach, with no advertising spend required. And for charities working with tight budgets, this represents a valuable new way to connect with potential donors, volunteers and service users.

Extend your SEO strategy

SEO stands for search engine optimisation. It’s about creating and setting up content that is good for both human readers and search engines. With this change, your Instagram account becomes part of your SEO strategy, giving you extra tickets in the search lottery.

How do other social media platforms deal with search engines?

Turns out, Instagram is playing catch-up with these changes.

• TikTok already actively encourages search engines including Google to show their content.
• YouTube is part of the Google family, so has been doing this for years.
• LinkedIn profiles show up in search results, often outranking your own website.
• Twitter/X allows public tweets to be indexed
• Facebook mostly keeps its content private, but indexes business pages.

What types of Instagram content could turn up in search results?

If your business or creator account is set to public, search engines can now index and serve up:

• photos
• videos and reels
• profile information
• saved Stories
• carousels

The changes apply to content posted from January 1, 2020.

Note that temporary Stories are not indexed. If you’d like your Stories included in the mix, save them to your Highlights.

Will This change apply automatically?

If your account qualifies, Instagram automatically switches on the feature.

That doesn’t mean your posts will appear in Google search results the moment you publish them. Google needs time to find and process your content and that usually takes 30 to 60 days.

How to check if your Instagram content may be indexed

The new feature applies to business and creator accounts by default. To check that yours is switched on – or to switch it off – follow these steps.

1. Open Instagram App.
2. Go to your Profile.
3. Tap the three lines (menu) in the top right corner.
4. Scroll down to find the list of settings under the heading ‘Who can see your content’.
5. Select Account privacy.
6. In this section you can make your account public or private. You can also choose to Allow public photos and videos to appear in search engine results.
7. Toggle the setting:
   • on: your public posts may appear in Google search
   • off: your posts will not be indexed by search engines.

Potential challenges: when content is seen out of context

When you post content to Instagram, you usually create it with your Instagram audience in mind. Your audience has chosen to be on Instagram and knows what to expect from the platform. So, what happens when Instagram content is viewed out of context within Google search results?

Instagram users expect casual, visual content. Google searchers might expect more formal, informational content. That means someone finding your organisation through a search engine might be surprised by the informal tone of your Instagram posts.

This might make you think twice about what you post. But, depending on your sector, conversational, relatable content tends to build more trust with audiences.

In fact, GoFundMe’s Social State of Giving Report 2024 found that 41% of Gen Z, 25% of Gen Y and 20% of Gen X social media users have been motivated to research or donate to a cause based on what they saw on social media.

So, your down-to-earth, engaging Instagram content might be perfect for attracting new supporters to your cause.

Pros and cons

Pros:

• expanded reach beyond Instagram users
• content longevity as posts remain discoverable long-term
• new donor and supporter exposure thanks to increased visibility
• SEO benefits with Instagram content contributing to what the Internet knows about you
• competitive advantage if you make the most of the opportunities early.

Cons:

• so-called ‘context collapse’ when content may be seen by unintended audiences
• loss of control with cached content remaining visible even after deletion
• need to consider search optimisation strategies when creating content
• privacy concerns if this increased visibility doesn’t suit your organisation
• quality pressure to ensure all content is suitable for public search.

Simple steps to make the most of this opportunity

You’ve considered the pros and cons and decided your organisation wants to be among the early adopters leveraging this exciting marketing opportunity. Where should you start and how do you build this change into your existing Instagram workflow?

First up you should:

• review your recent posts to make sure they represent your organisation well for new audiences
• check that your Instagram profile clearly explains what you do and where you’re located using words people might search for.

For future content plan to:

• write helpful captions that include the keywords about your services and mission that people might search for
• add descriptions to your images using Instagram’s alt text feature (as an accessible content a11y, you’re probably already doing this )
• include geolocation tags where possible to help people in your area find your content. If tagging is not available, add your location using hashtags
• answer common questions by creating FAQ posts that provide the information people are searching for.

Get strategic with your content planning

It makes sense to prepare your ongoing content strategy with these changes in mind.

Think about your customer’s journey and what they need from you along the way. What would they be searching for at each of these steps along their journey?

This is known as search intent, and meaningful content will answer customer questions or address their needs in line with those steps.

If you need a hand mapping out a content strategy and plan that accommodates these changes, I’m happy to help.

Make the most of this visibility and reach opportunity

This change transforms Instagram from a platform where you talk to people who already know you, into a platform where you can be discovered by people who need your services but don’t know you exist yet.

It represents a huge and exciting shift in how social media and search intersect. For Australian non-profits and social enterprises willing to adapt their content strategy, it offers great opportunities to reach new audiences and amplify their impact beyond traditional platform boundaries.

Google and other search engines want to deliver meaningful, quality content to their users. If you choose to make the most of this opportunity, your organisation’s important work will have a better chance of being found by more people who need it.