What Google indexing Instagram means for B2B brands
2 minute readPublished 10 July
We’ve seen a lot of changes in digital marketing over the years, but every now and then, something happens that really shifts the playing field. Google indexing Instagram posts is one of those moments which has been announced recently.
If you’re not deep in the world of search or social, it might not sound like a big deal at first, but it is. It’s going to change how people find content online and how businesses, especially B2B brands, think about visibility, trust and creative marketing. At Tiga UK, we’re already thinking about how our clients can make the most of it.
Why is this a big deal?
Until recently, Instagram posts weren’t indexed by Google at all. That meant even if your business was producing great visual content, it wasn’t helping much with SEO or search visibility. But now, Google is starting to index publicly viewable Instagram posts in search results, so what you post there can now be found outside the app. What a great opportunity for increased visibility in the search engine landscape!
For B2B companies, this is more than just a technical update. It’s a signal that your Instagram content can (and should) play a much bigger role in your marketing mix. Your posts aren’t just for likes anymore; they’re part of your brand’s searchable digital footprint.
What does this mean for B2B marketers?
Instagram is often seen as a consumer channel. But that view has been changing for some time now. Decision-makers scroll too, and the line between personal and professional content consumption continues to blur. Now that Google is indexing Instagram posts, it’s more important than ever to treat your feed as a genuine brand asset. Maximising its capabilities to help give your brand more visibility amongst your target audience.
So, what does this look like in practice?
It means thinking more strategically about what you post, whether that’s behind the scenes content from your team, thought leadership in visual form or examples of creative work you’ve delivered for clients. It’s also a reminder to ensure your posts are clear, on-brand and include helpful context for the people you want to reach.
Decision-makers scroll too, and the line between personal and professional content consumption continues to blur.
The creative opportunity
From a creative point of view, this change is really exciting. It opens up new possibilities for how we help clients show up in the search space. Before, SEO and social content often felt like two separate worlds. But this development helps bring them closer together.
Imagine someone searches your business name or a keyword related to your sector and a recent Instagram post you’ve shared, one that clearly shows what you do or how you think, appears in the results. That’s powerful. It’s a chance to show personality, credibility and proof in a way that static landing pages sometimes can’t.
As a B2B creative agency with years of experience in creating design, delivering SEO campaigns and building standout websites, we know how to move fast when things shift. With Google now indexing Instagram posts in search, it’s a fresh chance for brands to show up in new ways and we’re ready to help make that impact count.
What we’re telling our clients
If you’re already active on Instagram, it’s time to review your recent content and think, if someone who didn’t know us saw this post on Google, would it help them understand who we are or what we do? If not, there’s a gap to close.
If you’re not using Instagram much yet, this might be the nudge you need to get started, especially if your competitors already are. It’s another touchpoint, another entry route and another way to bring your brand to life in front of people who matter.
Keep things joined up
Of course, it’s not about chasing trends for the sake of it. Everything you share on Instagram, especially now it’s Google indexable, should link back to your wider messaging and brand story.
That’s where having a B2B creative agency (like us) on your side can really help. We make sure everything works together from your website, to your campaigns, to your social content so that wherever someone finds you, the story is clear and consistent.
What happens next?
Google’s indexing of Instagram is still being rolled out gradually and it’s likely not going to be perfect right away. But it’s already showing up in search results across regions. Over time, we expect it to become more robust and integrated, just like how Google indexes X (formerly Twitter) or YouTube videos.
For B2B brands, the sooner you start aligning your social content with your search strategy, the better placed you’ll be to benefit. Because this isn’t just about discovery, it’s about trust. And people trust what they can find easily.
At Tiga UK, we’re keeping a close eye on how this evolves and we’re already supporting clients in making the most of the opportunity. If you’d like to explore how this might fit into your marketing strategy, let’s talk.
Who are Tiga?
Tiga is a Kent-based B2B creative marketing agency helping brands connect the dots between design, content and visibility. With Google now indexing Instagram posts, we’re supporting clients to make their social presence work harder, turning scrollable moments into searchable assets.
Want your Instagram content to start showing up where it counts? Let’s talk.