Instagram’s new search engine indexing: What it means for charity marketing

Starting July 10, 2025, Instagram is rolling out a significant change that could transform how your charity’s content reaches supporters. For the first time, the platform is officially allowing search engines like Google and Bing to index and display public photos and videos from professional accounts directly in search results.

This shift represents a fundamental change in how Instagram operates, moving from a closed social media ecosystem to a platform where your content can appear in broader web searches. For charities and non-profits, this could be a game-changer for visibility and reach.

What’s changing and when

Instagram has begun notifying professional account holders about this update through in-app notifications and via email. The key details are:

The change: Search engines will automatically be allowed to display all public photos, videos, posts, and reels from professional accounts in search engine results pages (SERPs).

Timeline: July 10, 2025

Who’s affected: Only professional accounts (business and creator accounts) on Instagram

Control options: Professional account holders can activate or disable this feature through their privacy settings, giving organisations control over whether their content appears in search results.

Search engines involved: Google, Microsoft Bing, and other major search engines

It’s worth noting that Google has already been indexing some public Instagram content, but this update makes it an official, controllable feature with broader reach potential.

The benefits for charity marketing

This change opens up significant opportunities for charities and non-profits to amplify their impact and reach new audiences:

Extended reach beyond Instagram users Your compelling visual content about your cause can now reach people who aren’t active on Instagram but are searching for related topics on Google or Bing. This dramatically expands your potential audience without requiring additional content creation.

Improved discoverability for your cause When people search for topics related to your charity’s work – whether that’s “homelessness support,” “wildlife conservation,” or “mental health resources” – your Instagram content could appear alongside traditional website results, increasing the chances of discovery.

Cost-effective content amplification You’re already creating visual content for Instagram. Now that same content can work harder for you by appearing in search results, essentially giving you additional marketing channels without extra investment.

Enhanced storytelling opportunities Charities excel at visual storytelling through images and videos that showcase their impact. Search engine indexing means these powerful stories can reach people at the moment they’re searching for information about your cause or related issues.

Local visibility boost For charities working in specific geographic areas, location-tagged Instagram content could appear in local search results, helping you connect with supporters and beneficiaries in your community.

Donor and volunteer recruitment People searching for volunteer opportunities or causes to support might discover your organisation through your Instagram content appearing in search results, potentially leading to new supporters who wouldn’t have found you otherwise.

Strategic considerations for charities

While this update offers exciting opportunities, it also requires strategic thinking:

Content audit and optimisation Review your existing Instagram content with fresh eyes. Content that performs well on Instagram might also perform well in search results, but consider whether your captions and hashtags are optimised for search discovery as well as social engagement.

Privacy and messaging consistency Ensure your Instagram content aligns with your overall messaging and brand guidelines, as it may now be seen by audiences outside your social media followers. Consider whether any content should remain social-only.

Professional account benefits If your charity is still using a personal account, this update provides another compelling reason to switch to a professional account, which offers better analytics, promotional tools, and now search engine visibility.

Integration with broader digital strategy Think about how this increased visibility fits into your overall digital marketing strategy. Your Instagram content could now complement your website’s SEO efforts and support your broader content marketing goals.

Taking action

As July 10th approaches, charity marketing teams should:

1. Review your account settings to understand and control the new indexing options
2. Audit your recent Instagram content to ensure it represents your organisation well to new audiences
3. Consider your content strategy and whether you want to optimise future posts for both social engagement and search discovery
4. Monitor the impact using Instagram’s analytics to see if you notice increased reach and engagement

The bigger picture

This change reflects Instagram’s evolution from a closed social network to a more open platform that integrates with the broader web. For charities, this represents an opportunity to maximise the impact of content you’re already creating, reaching new supporters and raising awareness for your cause without additional budget requirements.

The key is to approach this strategically, ensuring your Instagram content not only engages your existing followers but also effectively represents your organisation to the wider audiences who might discover you through search engines.

As with any platform change, the organisations that adapt quickly and thoughtfully will be best positioned to benefit from these new opportunities for visibility and engagement.

Looking for ways to ensure your social media strategy takes advantage of this and other platform updates? Contact us to find out how we can help.