Instagram’s Big Shift: How to Win in the New Search and Reels Era

What Every Business Needs to Know About the New Search-First, Video-Focused Era

Instagram has quietly reinvented itself. It’s now less of a photo app and more of a search engine and video platform. Over the past few months, updates have rolled out that change how your audience discovers you, engages with you, and even listens to you. Here’s what’s new and how your business can turn those changes into an advantage.

1. Instagram is becoming a search engine

Hashtags are taking a back seat as Instagram starts to behave more like Google. Captions, keywords, and even image file names now play a major role in how people find your content. Your posts can appear in search results both inside Instagram and on Google.

For a restaurant or café, that means writing with purpose. Instead of “#brunch #sydneyfoodie”, try “Brunch café in Surry Hills serving locally roasted coffee and house-made pastries.” It reads naturally and matches what people actually search for.

2. AI-powered dubbing for Reels

Meta has introduced automatic voice dubbing, allowing you to translate your Reels into different languages using AI. The tool can even replicate your tone so it still sounds like you.

For a bar or restaurant that welcomes international guests, this is a simple way to expand your reach. Picture your head chef introducing a new menu special in English, then instantly available in Spanish, Japanese or French for visiting diners. No reshoots, no translators, just accessibility.

3. Reels and DMs are taking centre stage

Instagram’s new layout is shifting focus toward short-form video and private messages. Reels dominate the feed, and DMs are now a key part of customer interaction. The platform wants real conversations, not just likes.

For a café or local bar, that means combining short, eye-catching Reels with direct calls to action such as “DM to book your table tonight” or “Message us to pre-order your morning coffee.” It’s an easy way to turn casual scrollers into customers.

DMs are now located in the bottom search bar and swipe instantly across to reels.

4. Hashtags are fading, SEO is rising

While hashtags still have some value, Instagram now favours well-written captions that use clear, natural keywords. It’s about writing the way your customers search, not stacking dozens of hashtags.

For a professional services business, this shift is a major opportunity. Instead of writing “#consultant #sydney #businessgrowth”, use “Sydney business consultant helping small teams improve productivity and profit.” You’ll appear in more relevant searches and attract people who are ready to enquire.

5. The small details now matter: alt text, filenames, and captions

Because Instagram posts are being indexed by search engines, the little things can make a big difference. Alt text, image names and on-screen text all contribute to how you appear in search results.

For example, a café could name its photo “bondi-beach-cafe-flat-white.jpg” and add alt text like “Barista pouring a flat white in a sun-filled Bondi Beach café.” It’s a small step that can help you appear when someone Googles “best coffee in Bondi.”

The takeaway

Instagram is no longer just a social platform. It’s now a search engine, a video hub and a direct communication tool all in one. For service-based businesses, that means posting with more intention and less fluff. Focus on strong keywords, quality Reels and real conversations.

Write your captions for the people who are looking for you, not just scrolling past you.