Are you keeping up with the constant digital developments at the moment? Well we have another one for you! Here’s what the July 2025 Instagram update means for beauty, wellness and lifestyle brands.
If you thought Instagram was just for scrolling and double-tapping, think again. In a move that’s shaking up the digital landscape, Instagram has thrown open its doors to Google and other search engines. As of July 10, 2025, public content from Business and Creator accounts is now discoverable in search results, meaning that reels, carousels, and even those perfectly styled flat lays could pop up on Google, right alongside websites and blogs. This is huge news for beauty and lifestyle brands when it comes to social media branding and marketing discoverability.
So, what does this seismic shift mean for beauty, wellness, and lifestyle brands? Grab your coffee and let’s break it down.
Instagram Content Goes Public: Really Public
Until now, Instagram content lived in a walled garden. Unless someone followed your account or stumbled across your posts in-app, your content was invisible to the wider web. Now, with search engines able to crawl and index public posts, Instagram has transformed into a searchable content powerhouse.
What’s now visible in Google Search?
- Photos, Reels, videos, and carousels
- Captions and hashtags
- Alt text and profile bios
If your professional account is public and you’re over 18, your content is automatically eligible, though you can opt out in your privacy settings.
Why This Is a Game Changer for Beauty, Wellness & Lifestyle Brands
- SEO Meets Social: Double the Discovery
Instagram posts are no longer just for likes and follows, they’re now SEO assets. Your content can appear in Google searches for trending skincare routines, wellness tips, or the latest lifestyle trends, reaching audiences who might never even open the Instagram app.
- New Audiences, Bigger Reach
Beauty and wellness brands thrive on visual storytelling. Now, your product demos, ingredient explainers, and influencer collaborations can be discovered by anyone searching the web, not just your existing followers or via paid campaigns. This is a great opportunity to reach new customers, especially those researching beauty and wellness trends via Google.
- Content Longevity and Reputation
Instagram content, once fleeting, now has staying power. Posts can live on in search results long after they’ve disappeared from feeds. This means every caption, hashtag, and image represents your brand for the long haul, so it’s a good reason to polish those posts and think strategically about what you want the world to see. This may mean revisiting existing content or taking down old posts to get your profile search-ready.
Here’s how to harness the power of micro-influencers.
How to Optimise for the New Instagram Search Era
Ready to ride the wave? Here’s how beauty, wellness, and lifestyle brands can make the most of Instagram’s new search visibility:
- Use Strategic Keywords: Incorporate relevant search terms in your captions, bios, and alt text. Think about what your ideal customer is Googling: “best retinol serum,” “wellness tips for busy mums,” or “sustainable lifestyle swaps.”
- Hashtags Still Matter: Hashtags are now doubly important, serving both in-app discovery and search engine indexing.
- Alt Text Is Your Secret Weapon: Descriptive alt text helps both visually impaired users and search engines understand your content.
- Review Your Archive: With old posts potentially resurfacing, audit your past content for brand consistency and relevance.
- Monitor Analytics: Track which posts are driving web traffic and adjust your strategy to amplify what works.
The Big Picture: Social Search Is Here to Stay
This update signals a new era where the lines between social media and search blur. For beauty, wellness, and lifestyle brands, it’s a chance to amplify your voice, build lasting brand equity, and reach audiences wherever they are, whether scrolling on Instagram or searching on Google.
WORK WITH FLIPSIDE PR
For more tips on harnessing Instagram’s new search power for your brand, stay tuned to Flipside PR’s news section, or get in touch with us to see how we can work together with you to improve your social media strategy and content.