Instagram Is Now Searchable on Google : How Associations Can Use This to Grow Visibility

Instagram just received a major visibility upgrade. As of July 10, 2025, Google is officially indexing public Instagram content from professional (Business or Creator) accounts, meaning your association’s posts, Reels, and carousels can now appear in Google search results.

For associations, this change opens up a new way to connect with both members and prospective members. Your Instagram content is no longer locked inside the platform; it can now support your online visibility, reputation, and membership goals through search.

In this blog, we explain what this change means for Australian associations, how to take advantage of it, and what happens if you ignore it.

Previously, Instagram used technical barriers to prevent its content from appearing in search engines. That meant even if you regularly shared valuable updates, event highlights, or member stories, they wouldn’t show up when someone searched for your organisation or industry on Google.

That all changes now. From July 10, Google will begin crawling and indexing public Instagram content from professional accounts. So, when someone searches for a topic related to your industry, like “youth sport participation trends”, “early childhood conference NSW”, or “associations for regional business owners”, your Instagram content could be part of the search results.

This update applies only to Instagram professional accounts, which most associations already use for community engagement.

Your content can be indexed if:

• Your Instagram is set up as a Business or Creator profile
• Your posts are public
• The account owner is 18+

Your content will not be indexed if:

• You use a personal Instagram account
• Your profile is set to private
• The account owner is under 18

To check your eligibility, go to Instagram > Settings > Account > Switch Account Type and ensure you’re set up as a Business or Creator account.

1. Grow Awareness Outside Your Follower Base

• Instagram is great for engagement, but until now, only your followers (or hashtag browsers) saw your content. With Google indexing, your posts can reach educators, policymakers, professionals, or sector-specific audiences actively searching online, even if they’ve never heard of you before.

2. Drive Interest in Membership or Participation

• Whether your goal is to increase membership, drive event registrations or build trust in your work, having your posts appear in search results boosts credibility. For example, someone researching “climate advocacy organisations Australia” may discover your content and choose to join or donate.

3. Maximise the Value of Your Educational or Sector Content

• If your team is already producing infographics, advocacy updates, speaker highlights or member benefits, this content now has a much longer lifespan. Indexed posts can continue to attract interest and backlinks over time, just like a blog article.

If you ignore this update:

• You could miss out on new members or partners discovering you via search
• Outdated or off-brand content may appear in results without context
• Other associations in your field may dominate search visibility instead

This isn’t just a social media update; it’s a visibility update that ties directly into your association’s SEO and communications strategy.

Turn On Indexing

• Go to Instagram > Settings > Privacy > Searchability
• Switch on “Allow public photos and videos to appear in search engine results.”

Optimise Your Captions and Bio

• Use clear, relevant keywords that relate to your industry and mission
• Think about what potential members or partners might be searching for, and reflect those phrases in your posts

Examples:

• “Celebrating our early childhood education award winners across Queensland”
• “Join our free webinar on rural health leadership, hosted by our NSW Regional Members Committee.”

Use Alt Text

Instagram lets you add descriptive alt text to images. This helps Google understand the image content and improves accessibility, too. Include the name of your event, topic, or campaign where possible.

Add Location Tags Where Relevant

Especially important for local, regional, or state-based associations. Tag locations where your events, services or initiatives take place to increase relevance in local search results.

Review Older Content

If your content is now going to be searchable on Google, make sure it reflects your current messaging, values, and visuals. Archive posts that no longer represent your direction or membership benefits.

Start using Instagram strategically, not just to connect with existing members, but to support your broader goals.

Post content that aligns with searchable keywords:

• “Why we’re advocating for better mental health support in rural communities”
• “How our members are shaping the future of the construction industry”
• “Upcoming aged care workshops for allied health professionals - register now”
• “Highlights from our 2025 National Conference in Adelaide”
• “Meet the new board president of the Australian Youth Advocacy Council”

Think about search intent:
What are potential members, industry professionals or journalists looking up? Create content that addresses those topics with clarity and credibility.

This update is part of a larger shift. Search tools powered by artificial intelligence, like Google SGE, Bing’s chat tools, ChatGPT and Perplexity AI, are surfacing content from across the internet to directly answer questions.

These tools are designed to showcase well-structured, trusted content, including indexed social media. If your Instagram posts align with your advocacy, events, or expertise, they could feature in these new results and strengthen your visibility across platforms.

At Membership Manager, we help Australian associations grow their membership, visibility and community impact with smart digital strategies.

If you need help turning your Instagram into a searchable asset, optimising your SEO, or preparing for AI-powered search engines, our team is here to support you.

Reach out to our team today to strengthen your online presence and make it easier for the right people to find, join, and support your association.