What Building Material Brands Should Know About Instagram Google Indexing

Product discovery is changing fast. With Instagram now indexing public posts on Google, your product photos, project highlights and brand storytelling can reach a much wider audience well beyond your followers. This isn’t just a technical update — it’s a major shift in how search engines and social media can work together. 

For manufacturers and distributors ready to act, this is your chance to get in front of decision-makers at the exact moment they’re looking for ideas, inspiration or solutions.

Since July 10, 2025, public posts on professional Instagram accounts have been automatically indexed by Google and other search engines. 

When users search for topics related to your content, your public Instagram Reels, photos and carousels are now eligible to appear directly in Google search results, just like your traditional web pages, blog articles and other content continue to do.

This shift isn’t limited to Google. Bing (the force behind ChatGPT’s rapid answers) will also surface Instagram posts in its search results. This means your content now has the potential to reach an even broader audience across AI-driven search tools.

Before you consider hiding client posts from your competitors, it’s important to know this —  not all content will show up on Google. Only public content from professional Instagram accounts (business and creator profiles) will be eligible for indexing. While this applies to posts, Reels, carousels and longer-form videos, stories are unfortunately excluded. 

This selective approach means brands with an intentional, well-maintained Instagram presence will have an advantage. 

However, Google won’t automatically highlight your content unless you’ve optimized (or upgraded) your account settings to share your Instagram content with Google. We will provide step-by-step instructions on how to do that later.

This integration redefines Instagram’s role in digital marketing. Until now, it was a closed loop. It was great for engaging followers, but it was limited in reaching new prospects beyond ads and the Discover Page. 

With Google surfacing Instagram content, your social account has instantly become an SEO asset, capable of driving discovery right alongside your website and product pages.

Search habits are changing fast. Forbes reports that 24% of users now use social media as their primary search tool. In fact, 46% of Gen Z mainly rely on social media to get information. Social and search are no longer separate strategies — they’re one. If you overlook it, you’ll lose ground to competitors who don’t. 

If you’re in the building materials industry as a manufacturer, distributor or contractor with a business or creator Instagram account, this update is focused on you. We often advise our clients on the importance of maintaining an authentic yet professional Instagram presence. This change truly amplifies this.

In construction alone, 70% of builders confirmed that social media marketing positively impacted their construction company’s brand awareness. Studies also show that 62% of consumers will ignore a business without an online presence. 

So, if you regularly post on Instagram, this is a rollout you must pay attention to.

Traditional marketing strategies for building materials companies usually require investments in website development, SEO, content creation, email marketing and paid ads — and we’re not advising against those tactics! However, Instagram indexing provides an additional touchpoint to reach consumers with lower barriers to entry. 

A well-crafted Instagram post showcasing a successful roof installation can now show up directly in Google search results when contractors search for "commercial roofing solutions."

Your diverse audience segments utilize multiple research methods and have different search behaviors. Architects might search for "high-performance windows and glazing," commercial contractors may want "copper roofing panel installation tips," while builders search out "best framing hardware for home builders." 

Instagram’s visual format is designed to show products or processes in action, making it a powerful tool for reaching visual learners in every audience segment.

If you know your website is due for an update, this is for you. Avoid the investment in a full UX website design revamp by simply optimizing your social media. 

Manufacturing companies now have the option to establish a stronger search presence without major website overhauls. However, we do suggest using your social media as a complement, not a replacement for modern website SEO.

Winning in this new landscape means treating Instagram as both a social platform and an SEO asset. Your content needs to engage followers and rank in search. Achieving these two goals calls for a focused, strategic approach.

Your Instagram captions are now working like webpage copy in the eyes of search engines. That means every caption is a chance to get found by the right people, if you use it correctly. 

Try to work in keywords naturally, without losing the human, engaging tone your audience expects. 

Here’s an example of a throwaway caption compared to a new and improved one:

• Old and Vague: “New project completed!” 
• New and Specific: “Check out our commercial flat roof installation using a TPO membrane roofing system for this 50,000 sq. ft. warehouse in Minneapolis.” 

The newer one contains the kind of detail that gets you discovered and keeps you credible.

The key is balancing search optimization (notable mentions, relevant keywords and high-quality content) with social media best practices (strong visuals, catchy hooks and captions and relevant hashtags). 

Keep your captions conversational and engaging while incorporating product-specific technical terms and location-related keywords. 

Hashtags on Instagram have a new purpose — they’re now potential search signals. We recommend that building materials manufacturers develop hashtag strategies that include:

• Product-specific hashtags (#TPOroofing, #commercialroofing)
• Location-based hashtags (#MinneapolisRoofing, #MidwestConstruction)
• Industry hashtags (#BuildingMaterials, #CommercialConstruction)

Alt-text, which is often overlooked on Instagram, becomes crucial for search indexing. Descriptive alt-text helps both accessibility and search engines understand your visual content. Here’s an example of good alt text copy versus bad alt text copy:

• Bad Alt Text Copy: “A roofing project is shown.”
• Good Alt Text Copy: "Professionals install a TPO membrane on a commercial flat roof in Minneapolis.”

If you’ve ever logged into Instagram, you know visuals are everything. The image-driven approach of architectural and construction companies makes them ideal for Instagram's highly visual format. 

Clear, quality pictures or videos that provide a real-world demonstration of your product will serve both marketing and educational purposes. Ensure your social media marketing, design, photography or videography team prioritizes sharp, non-pixelated images, like:

• Before/after project photos showing clear product applications
• Close-up shots highlighting materials and unique specs
• Time-lapse videos of installation processes
• Finished project photos with clear branding and context

Additionally, Instagram now favors content edited within its own editing tools over third-party apps like CapCut. To maximize reach and engagement, it's best to shoot high-quality visuals and enhance them using Instagram’s built-in editing features. This small shift can help your posts perform better and get more eyes on your brand.

Local search is a massive opportunity for building materials companies because most firms operate in regional markets. Geotagging Instagram posts will ensure that your content is recommended in location-specific searches. 

For example, a thermoplastic polyolefin manufacturer posting a commercial project in Denver should geotag the specific location so they can capture searches like "Denver TPO for commercial buildings."

Every single post is adequate for the Instagram posts index (think “out of office” shots or funny videos of contractors doing a TikTok dance on a roof). Here are our guidelines to determine which posts qualify to represent the best of your business online.

Professional Instagram accounts maintain control over which content gets indexed. Building product manufacturers can:

• Switch individual posts from public to private to exclude them from indexing.
• Adjust account settings to limit indexing by search engines.
• Use Instagram's content management tools to curate which posts represent their brand in search results.

This control allows companies to maintain their social media engagement strategies while ensuring only their best, most brand-appropriate content appears in Google searches.

As social media and search merge, brand consistency matters more than ever. A trendy reel that goes viral on Instagram might not portray the best brand image in Google search results. 

Building materials executives should brief your marketing teams to review future Instagram posts with one question in mind: “If a potential customer found this while researching us, would it give them the right impression?”

Establishing clear social media marketing guidelines and training your marketing team on them will ensure all content maintains excellent professional standards — ones that will attract the right kind of buyer engagement.

These steps will help your marketing team optimize your company’s digital presence for Instagram indexing.

First, ensure your Instagram account is set up as a professional account (business or creator). Your CEO’s personal account will not be indexed. Review the business account’s privacy settings to confirm public posts are enabled for the content you want indexed.

Review your recent Instagram posts from a consumer’s perspective:

• Do captions include relevant keywords your customers use?
• Are hashtags strategic and not simply “trendy”?
• Do images showcase the company’s products and services?
• Is the company’s contact information easy to find?

Delete or archive any content that doesn't meet professional standards for market presence.

Create a content strategy that serves both social engagement and search discovery:

• Plan posts around seasonal building trends and keywords.
• Schedule product spotlights with detailed specifications.
• Share customer success stories with reviews and specific project details.
• Post educational content answering common FAQs.

Google Search Console doesn’t currently break down Instagram indexing data, but you can still monitor the impact. Watch for increases in brand mentions and shifts in relevant keyword rankings within your overall search performance reports. 

To capture specific appearances, set up Google Alerts for your company name. This will flag when your Instagram content begins showing in search results.

Instagram Google indexing is not the future of marketing — it’s happening right now. The steps your team takes today will impact your discoverability tomorrow. 

Instagram indexing isn’t replacing traditional SEO, but it collaborates with it. Successful building materials companies will integrate Instagram content into their general content marketing strategy, using it to support and amplify website content.

Consider creating engaging Instagram posts that drive traffic to specific website pages, using Instagram's new search visibility to funnel qualified prospects into your traditional sales processes.

For smaller companies without big web development budgets, a well-optimized Instagram account can be a fast, effective stand-in for a full-scale website redesign.

While it’s not a complete replacement for a professional website, a well-maintained Instagram account can provide brand exposure for companies working to improve their online presence.

Instagram's integration with Google search likely represents the beginning of new social media indexing trends. Manufacturers should monitor similar developments on LinkedIn, YouTube and other platforms that are popular within the construction industry.

Companies that adapt quickly to the new landscape will gain a competitive advantage in market presence and customer acquisition.

Search is no longer just about websites. It now extends to the social content you create every day. 

Google’s indexing of Instagram posts changes the rules for how building material companies are found online. Discovery is no longer limited to your website or follower base. Your social content has the power to show up where buyers are actively searching. 

For manufacturers and distributors, this opens a direct path to architects, contractors and other customers through visual, proof-driven content. The brands that approach Instagram as both a social platform and a search tool will stand out, earn attention earlier in the buying process, and leap ahead of competitors still treating them like separate channels. 

The future of marketing in the building materials industry lies in integrated digital strategies where social media, search engine optimization, and content marketing work seamlessly together. This is the new reality of digital marketing in our industry — and it’s only the beginning.

Ready to transform your brand's online presence and reach buyers where they're searching? Contact Venveo today, and let's build your integrated digital strategy together.