Instagram is changing: What it means for your Business

Instagram has rolled out major updates that will reshape how brands show up online. Two changes are leading the charge; Instagram content is now searchable on Google and the ability to follow hashtags is officially gone.

Here’s what it all means and how your business can stay ahead.

Using Instagram can now help your business show up on Google.

Instagram posts are now searchable on Google

From July 2025, public content from professional Instagram accounts will start showing up in Google search results. This means your Reels, videos and posts can now be discovered outside the app… and by people who might not even follow you.

Why this matters:

  • More exposure — Your content can reach new audiences, not just your current followers

  • SEO now counts — Captions, bios and alt text should include keywords your audience is searching for

  • You’re in control — You can opt in or out of indexing your content in Instagram’s account settings

Now more than ever, Instagram strategy needs to work with your broader digital footprint. If you’re not thinking about search, you’re missing opportunities.

Hashtag following is gone

Instagram removed the option to follow hashtags at the end of 2024. While hashtags still help organise content, they no longer push posts into user feeds the same way.

Here’s what you need to know:

  • You should still use them — Hashtags still improve searchability, especially on the Explore page

  • It’s less about discovery — Instagram is prioritising engagement and relevance over broad hashtag reach

  • Focus on content quality — The algorithm rewards posts that spark real interest and conversation

In short, hashtags now support content — they don’t drive it.

how to stay competitive

These changes are all about one thing: relevance. Instagram wants users to see better content — and less spam. Here’s how your business can keep up:

  1. Update your bio and captions — Make sure they’re keyword-rich and reflect what your business does

  2. Double down on great content — Prioritise quality, storytelling and audience value

  3. Encourage engagement — Use your captions to invite comments, DMs and shares

  4. Post consistently — A regular schedule builds trust and helps the algorithm understand your content

  5. Use all the tools — Reels, Stories and carousels each serve a purpose — use them strategically

Final word

If you’re feeling a little lost, you’re not alone. These shifts are big, but they’re also a great opportunity to clean up your strategy and show up stronger.

Need help? This is exactly the kind of stuff we live and breathe — and we’d love to chat.

Ella Doyle