Instagram’s SEO Shift: What It Means for Your Agency

As of July 10, 2025, Instagram introduced a major update: public content from professional accounts is now eligible to appear directly in Google Search results. That’s right; Instagram photos, Reels, videos, and carousels can show up in search results without requiring users to open the app.

This marks a significant shift for insurance professionals maintaining a digital presence. Social platforms are no longer just spaces for follower growth: they’re evolving into tools that enhance discoverability and brand awareness in search engine results. For agencies aiming to stay visible online, this change opens up fresh opportunities to be found by prospective clients in unexpected places.

Public-facing Instagram content—photos, Reels, carousels—can now be discovered by anyone searching relevant terms, even if they don’t follow your account.

Why This Update Matters in a Shifting Search Landscape

More than 60% of U.S. Google searches in 2024 ended without a click, a trend known as Zero-Click Search that’s changing how people discover information online. Instead of visiting websites, users are increasingly getting answers directly on the results page. This evolution in search behavior is reshaping how businesses—and industries like insurance—might think about visibility in the digital space.

Search Is No Longer Just About Websites

Search engines are evolving to include not just webpages, but short-form video, carousel content, and creator posts. Instagram’s July update is part of a larger movement where visual content and social-first formats are becoming search-relevant. Between the rise of AI Overviews summarizing diverse formats and Gen Z’s growing use of TikTok and Instagram as discovery tools, 67% of Gen Z now use Instagram to search before Google, showing how the definition of “search result” is expanding rapidly.

New Avenues for Visibility Outside the App

Instagram content is no longer confined to Instagram itself. With this update, public content from professional accounts—whether a Reel explaining a service, a photo showcasing community outreach, or a carousel highlighting client testimonials—can now appear directly in Google search results. Users don’t have to follow an account or even open the app to encounter this content.

This introduces new visibility potential for professional accounts beyond the traditional Instagram experience. Insurance agents and agencies with a social presence may find their content reaching broader audiences through searches related to:

Local services – Posts with location tags or regional mentions may surface when someone searches for nearby insurance providers or industry-related community events.
Business profiles – Google may index a brand’s social content alongside its website, offering searchers a more complete picture of the agency’s presence and personality.
Educational or explanatory content – Reels or posts breaking down coverage types, policy insights, or claims processes could begin to appear in search results for people seeking quick, visual answers.

This expansion effectively blurs the line between social content and traditional SEO, presenting a shift in how and where content may get discovered.

The continued integration of social platforms with search engines reflects an important takeaway: content is no longer bound to the platform where it was published. As more platforms emphasize cross-channel discoverability, staying informed on how content flows across the web can be a valuable part of understanding today’s digital environment.

Implications for Insurance Professionals on Instagram

A. D. Banker notes that a recent survey conducted by Statista found that 83% of markets reported increased exposure from social media in 2024, with many insurance firms highlighting social as a key driver for traffic and brand awareness. With Instagram now feeding directly into search results, what could this mean for agents?

Your Social Posts Might Reach New Audiences

Public-facing Instagram content—photos, Reels, carousels—can now be discovered by anyone searching relevant terms, even if they don’t follow your account. That means a post featuring your agency’s involvement in a local event, a quick explainer on insurance basics, or even a highlight of your team’s milestones could appear in someone’s Google search. This gives everyday content the potential to reach beyond followers and enter broader discovery pathways, especially when it aligns with questions or interests users are actively searching for.

Reemerging Visibility Beyond Instagram

Some agencies have shifted focus toward LinkedIn for professional networking or TikTok for reach. With this update, Instagram stands to offer renewed discovery potential:

Expanding brand footprint – Professional Instagram content might appear in search results alongside your website or directory listings, helping increase brand recognition.
Enhancing online visibility through search – Indexed posts mean your content could surface in searches for things like “home insurance in Houston” or “local insurance advice,” reaching people actively looking for services.
Supporting sustained discoverability – Instead of short-lived attention on social, indexed content offers long-term visibility, appearing in Google results and possibly attracting clients in the months that follow posting.

As social content becomes more integrated into search, Instagram may offer a new avenue for visibility alongside traditional websites and directories to reach prospective clients. Savvy professionals will want to stay aware of how this shift unfolds.

More than 60% of U.S. Google searches in 2024 ended without a click, a trend known as Zero-Click Search that’s changing how people discover information online.

Conclusion

Instagram’s latest update marks a clear moment where social media and traditional search begin to overlap in more visible, impactful ways. With content from professional accounts now eligible to appear in Google Search, the platform’s role in online discovery is evolving beyond the feed.

While every agency has its own approach to marketing, staying aware of these changes helps paint a fuller picture of the digital environment. As social content finds new life in search results, understanding how platforms interact across the web becomes increasingly relevant, even in industries as specialized as insurance.

Jenny Hammond is Vice President of Marketing of Builders & Tradesmen's Insurance Services, Inc., an Amynta Group Company.

Builders & Tradesmen’s Insurance Services Inc.

BTIS is committed to providing robust, individualized products and the highest level of service. Our easy-to-use commercial insurance platform, educational tools, and helpful underwriters make it simple for producers to diversify their books of business by expanding their product portfolios.

Part of the Amynta Group, BTIS is a nationwide insurance intermediary with a small-business attitude. We believe in building solid relationships through communication and a genuine concern for the success of our retail broker clients and the policyholders they serve.

For additional information, visit www.btisinc.com or call (877) 649-6682