$100K Lease-Stakes 
If you’ve ever felt like Instagram was a beautifully curated room tucked away inside a giant house, seen only by people who already knew where to look, that’s about to change.
Google officially began indexing Instagram content starting July 10, 2025. That means your public posts, Reels, and even profile bios will now show up in Google search results. For marketers and property teams, this is big news, especially if you’re using Instagram to connect with renters, promote amenities, or showcase your community.
Let’s break down what’s happening and, more importantly, what it means for your marketing strategy.
What’s Actually Changing on Instagram?
In short, Instagram is sharing its public content feed with Google.
Historically, Instagram content has been “walled off,” meaning it was only searchable within the platform. If someone Googled “apartments with TRX machines in Denver,” even your most beautifully filmed fitness center video wouldn’t appear. Now, that same post has the potential to show up right in Google’s search results, alongside your website, listing platforms, and more.
4 Reasons Why This Matters for Your Organic Social Strategy
At Digible, we’ve long treated organic social media, especially Instagram, as a mid-funnel channel. It’s where prospective renters go to validate a property after discovering it elsewhere. But now, Instagram has officially entered the top of the funnel.
That’s a game changer.
1. Your Instagram posts can now drive first-touch awareness
First-touch awareness refers to the very first time someone discovers your brand, or the moment they realize you exist. With Instagram posts now appearing in Google Search, that first impression might come from a social post instead of your website or a paid ad.
For example, a renter Googling “dog-friendly apartments near Wash Park” could stumble across one of your Instagram Reels showing off your pet amenities. That’s a new path into your brand, and one you didn’t have access to before.
2. Your bio is your mini landing page
Since users might find your profile through search, your bio should clearly communicate your location, value propositions, and include an actionable next step, like a Linktree directing users to apply, tour, or explore floorplans. Got that down? Here are some additional ideas for adding personality to your profile that just might hook and reel in (pun intended 😉) a potential renter.
3. Captions and hashtags now work like SEO
The words you use in your captions and hashtags matter more than ever. Including terms like “on-site parking,” “TRX fitness center,” or “pet-friendly apartments in Charlotte” increases your chances of getting indexed and showing up in search results. In other words, we’re bringing search strategy to social.
4. Consistency across channels is key
What someone sees on your website should match what they read on your Instagram profile and posts. Now that Instagram content can show up directly in Google Search, it’s even more important that your messaging is clear and aligned from one platform to the next.
This doesn’t mean every word needs to be identical, but the core story (who you are, what you offer, and why it matters) should feel cohesive across all touchpoints. That includes your website, Instagram, Google Business Profile, and any other platforms you’re actively using, like TikTok, Facebook, or LinkedIn.
Not Running SEO? There’s Still a Way In.
If you’re not currently working with an SEO team, that’s okay, and in fact, this may be a great time to explore how SEO can support your organic strategy.
But even without formal keyword research, Digible’s Organic Social team can help. Our Social Media Strategists can pull language directly from your website, like amenities pages, blog content, or FAQs, to guide post captions and hashtags. If you do have existing research from another agency or internal team, we’re happy to incorporate that into your content strategy as well.
Where Do We Go From Here?
This change isn’t just about algorithms, it’s about visibility. It’s about meeting potential renters where they are and showing up in the moments they’re actively searching for what you offer. Whether that’s a pet spa, a rooftop lounge, or reliable parking in a tough location, your Instagram content now plays a much bigger role in the discovery process.
Digible is here to help you make the most of it. From adjusting bios to refreshing captions to revisiting overall content strategy, this is a great opportunity to reframe the way we use Instagram, not just as a validation tool, but as a discovery engine.
Let’s talk about how we can build a strategy that puts your brand exactly where renters are looking.
