Instagram’s 2025 Search Update: How to Make Your Content More Discoverable with SEO

Instagram just rolled out a major update, and I am so freaking here for it. If you’ve been watching the platform evolve, you’ve probably noticed it’s looking a lot more like TikTok lately… and this latest change is no exception.

Introducing: Instagram Search Suggestions 💡

This new feature brings TikTok-style search suggestions right to your Instagram feed. That means your content has the potential to show up for keyword-based searches even if someone doesn’t follow you. 👀 For a visual tutorial of what this looks like on Instagram, visit my post! 

Sounds dreamy, right?

But let’s get real for a second: What does this update actually mean for you? And more importantly—how can you start using it to grow your visibility, boost engagement, and get warm leads flowing in?

Let’s dive into it.👇

Why Instagram’s SEO Update Matters for Your Business

In short, this change shows that Instagram is doubling down on keywords and SEO. If your content isn’t optimized yet… you’re missing out on a massive opportunity to be discovered.

This is a major shift from the old way of relying only on hashtags or hoping your post would get picked up by the algorithm. Now, Instagram is telling us straight up:

“We’re looking at your words. Give us something to work with.”

If you’ve ever asked, “How do I get more eyes on my content?” — THIS. IS. IT. 🫣

How to Make Your Instagram Content Searchable in 2025

Here’s your step-by-step guide to start showing up in those juicy new search suggestions:

1. Use Keywords in Your Captions 🔤

Your caption is prime real estate. Write it like your dream client is actively searching for it.
Think phrases like:

• “How to style summer outfits”

• “Easy meal prep ideas for beginners”

• “Social media tips for small business owners”

These are exact terms people are typing in—and now Instagram is indexing them.

2. Optimize Your Reels Text & Stories 🤳

Yes, the text inside your Reels and Stories counts too!
Any spot where you can add words is a chance to show up in search.

Ask yourself: “If someone searched for this topic, what would they type in?” Then, work that into your text naturally.

3. Hashtags Still Matter—but Think of Them as Categories 🗂️

Hashtags aren’t dead—they’ve evolved. Now they help categorize your content so Instagram knows who to show it to.

Use a mix of:

• Niche hashtags (like #WeddingPhotographerAtlanta)

• Industry-specific ones (like #ContentMarketingTips)

Pro tip: Don’t just copy and paste the same 30 tags on every post. Curate with purpose!

4. Think Like a Search Bar 🧠

This is your golden rule moving forward. When creating content, pause and ask:

“What would someone search to find this?”

Write to be found—not just to sound clever.

Final Thoughts: Is Instagram Becoming a Search Engine?

Honestly? Yes—and that’s a good thing. 🎉

This update gives you a real shot at reaching more of the right people organically. You don’t need to dance, go viral, or burn out trying to “beat the algorithm.”

You just need strategy. 👏

And if this still feels overwhelming? That’s where I come in. At Brandakin Social Media, I help overwhelmed entrepreneurs turn scroll-stopping ideas into sales-driven content—without the guesswork.

From audits to full-service management, I’ll help you optimize every word for conversions. 💬