Have you noticed that Instagram posts from business accounts have started showing up on Google? From July 2025, Instagram is allowing Google (and other search engines) to index public posts - everything from Reels to static photos can now appear outside of the app.
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Instagram used to be a locked garden: if you weren’t on the app, you couldn’t see inside. But since July 10, 2025, Instagram has officially started letting business and creator accounts show up in Google Search results.
This means the UGC content you post can now get extra mileage.
Imagine someone Googling “best matcha latte in Brighton” and landing on your UGC post. That perfectly briefed UGC video? It could become a lead magnet - without you lifting a finger. And this means for brands and agencies using Twirl, it’s time to start thinking about your Instagram strategy a little differently.
You’ve already invested in UGC (authentic, creator-made content). Now that same content can bring ROI from search.
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🌍 Wider Audience Reach
Brands are already showing up for all kinds of searches—from “top vegan snacks” to “summer smoothies.” Now it’s your turn to benefit.
🗓 Longer Content Shelf-Life
On Instagram, content fades in 48 hours. On Google? It can resurface repeatedly over months—or years.
💯 Authenticity Wins
Search results filled with bots and AI content. That Reel of someone genuinely loving your product? That’s gold - especially when it pops up on Google.
🎯 Two-for-One Value
Your UGC works twice: social engagement and search traffic. Think of your Instagram as mini landing pages.
This Instagram update is huge, but there’s no need to panic. In fact, at Twirl we’re pretty excited – it means the UGC campaigns you run with us have even greater ROI potential. Your content can engage followers and attract searchers. Here are a few final tips as you move forward:
Go ahead and Google your brand name or even a recent Instagram caption of yours.
See anything familiar? You might be surprised to find some of your IG posts already indexed. (If not, don’t panic – indexing can take time. But it’s worth keeping an eye on.) This quick exercise can be fun and will reinforce how your posts are appearing to the wider world.
With more people potentially finding your Instagram profile via Google, make sure your bio and profile info are clear and keyword-smart.
For example, if you’re a boutique fitness studio, ensure your bio mentions “fitness studio in [City]” or whatever descriptor people search for. Your profile is now like a mini homepage for search visitors. First impressions count, even on Google.
Yes, we’re talking about Google and SEO, but don’t lose the authentic touch that makes UGC so powerful.
The heart of user-generated content is real people sharing real stories. That’s exactly the kind of content that not only pleases the Instagram algorithm but also delights users who find it via search. Authentic content was always king, and now it might also be king of the search results.
If you’re unsure how to integrate these new considerations into your content strategy, talk to us!
We can offer guidance on writing authentic briefs for creators that subtly incorporate those keywords or on selecting creators who naturally produce content that aligns with what people search for.
We’re here to help you get the most from this Instagram + Google crossover.
Twirl is your go-to partner for UGC. Whether you're a brand, agency or a UGC creator, we bring together 5000+ talented creators to produce authentic, scroll-stopping content for ads, websites, emails, and social channels.