In a landmark update shaking up the social media landscape, Google has started indexing Instagram Reels — meaning your short-form video content can now appear directly in search results. This is a huge opportunity for brands and creators alike: influencer-generated content will now extend beyond the feed, reaching new audiences through organic Google searches.
For brands, this means influencer collaborations aren’t just for social engagement anymore — they’re now a direct pathway to SEO visibility and discoverability. In short, influencer marketing is more important than ever.
In this article, we’ll break down how Google’s new indexing shift changes the game, what it means for your influencer campaigns, and exactly how to optimise your Reels for maximum visibility and conversions.
What Does It Mean That Google Now Indexes Instagram Reels?
Until recently, Instagram content lived exclusively within the platform’s ecosystem. Google’s crawlers couldn’t easily access or index Reels due to platform restrictions. But now, thanks to expanded API access between Meta and Google, certain public Reels — especially those from verified accounts and brand partnerships — are appearing in Google search results.
When users search for brand-related queries (e.g., “best eco-friendly skincare brands” or “how to style a linen shirt”), Reels from creators and brands that match those topics may appear right in the search carousel.
This shift effectively transforms Instagram Reels into searchable video content, bridging the gap between social discovery and SEO.
According to Search Engine Journal, Google has been testing this feature across select regions, and early data suggests that short-form videos from Instagram and TikTok are already driving higher organic impressions than traditional blog snippets for certain queries.
Why Influencer Marketing Is More Important Than Ever
With influencer content now appearing on Google Search, brands have an unprecedented opportunity to multiply their digital touchpoints. Instead of living solely on social feeds, influencer posts and Reels now contribute to your overall brand discoverability.
Here’s why influencer marketing is entering a new golden era:
1. Influencer Content Now Powers Both Social and Search Discovery
Influencers aren’t just creating awareness on social media anymore. Their Reels, testimonials, and product demos are now surfacing on Google, giving your brand secondary visibility across search engines.
When your influencer-generated Reels appear in Google search, users who’ve never followed your brand on Instagram can still discover it through relevant queries.
This effectively turns every influencer collaboration into an SEO asset, extending the life and reach of your campaigns.
2. Brands Get Double the Value from UGC
User-generated content (UGC) has always been powerful for social proof, but now it directly supports your SEO visibility.
When you partner with influencers through Referwo’s all-in-one influencer CRM, you’re not just getting engaging social videos — you’re generating discoverable, indexable assets that strengthen your brand’s presence across multiple platforms.
This makes influencer marketing one of the most cost-effective strategies for brands, outpacing paid ads in long-term ROI.
Want to see real examples? Explore our Case Studies to see how brands have scaled sales and visibility with influencer marketing through Referwo.
3. Authentic Content Builds Trust Across Platforms
As ad fatigue rises, consumers increasingly trust peer recommendations and real experiences. Influencer content that appears in both social feeds and search results feels authentic — not intrusive.
In fact, influencer content achieves 4X higher click-through rates and 79% higher purchase intent compared to traditional ads (Source: Influencer Marketing Hub).
For brands ready to start leveraging this trust-driven model, it’s easy to launch your first campaign directly through Referwo.
How to Optimise Instagram Reels for Google Search
Now that Reels are indexable, brands need to approach them with an SEO mindset. Below are practical optimisation steps to ensure your content ranks well — and stays visible.
1. Focus on Keyword-Rich Captions
Just like web pages, Instagram Reels now benefit from keyword optimisation. Use descriptive captions that naturally include relevant search terms — for example:
- “How to style sustainable cotton dresses”
- “Best skincare routine for dry skin”
- “Affordable home décor ideas under $50”
When influencers mention your product or brand name naturally in these captions, Google connects the dots between their content and your brand’s search presence.
Pro Tip: If you’re managing collaborations via Referwo, you can include these keyword prompts directly in your content briefs to help influencers optimise captions while staying authentic.
👉 Learn how Referwo helps automate content briefs and influencer communication here.
2. Use On-Screen Text and Subtitles
Google’s algorithm increasingly uses optical character recognition (OCR) to understand text embedded in videos. When creators add keywords as on-screen text (e.g., “Morning Skincare Routine for Sensitive Skin”), it boosts discoverability.
Encourage influencers to use consistent branding elements, hashtags, and keyword-based overlays within their Reels.
3. Hashtags Still Matter — but Focus on Intent
Hashtags aren’t just for social categorisation anymore. They signal context to both Instagram and Google. Use a mix of:
- Branded hashtags: #YourBrandName, #ReferwoCampaign
- Category hashtags: #EcoBeauty, #SustainableLiving, #KidsFashion
- Search intent hashtags: #BestSkinCare, #HowToStyle
Pro Tip: Avoid generic tags like #viral or #trending — they don’t support indexing relevance.
Need inspiration for hashtag strategies and campaign setup? Check our Blogs for ongoing social media and influencer marketing insights.
4. Optimise Profile Bios and Links
Ensure that your brand’s Instagram bio is keyword-rich and aligned with your website. Link to a trackable landing page — ideally your Referwo-powered influencer campaign page or your Dealshub profile if available.
Influencers can also feature your products in their Dealshub storefronts, extending discoverability even after a campaign ends. This is a powerful way to create evergreen SEO exposure for your brand beyond social media.
Learn how Dealshub helps brands gain continuous visibility on the Referwo Brands page.
5. Encourage Engagement Early
Engagement still signals relevance to algorithms. Encourage influencers to drive interaction by adding strong CTAs:
- “Save this reel for later!”
- “Tag a friend who’d love this look.”
- “Comment your favourite scent below!”
More likes, saves, and comments increase your Reel’s chances of being surfaced in Google’s “Short Videos” section — similar to YouTube Shorts and TikTok.
The SEO Ripple Effect: From Reels to Rankings
Google’s indexing update blurs the line between social content and search optimisation. Here’s how this benefits brands long-term:
1. Increased Brand Touchpoints
Each Reel that appears on Google adds another brand touchpoint in your customer’s journey. Even if a user doesn’t click your website immediately, your product’s presence across multiple indexed Reels builds subconscious brand recall.
2. Boosted E-E-A-T Signals (Experience, Expertise, Authority, Trust)
Authentic influencer content adds a human dimension to your SEO strategy. Google’s algorithms prioritise real-world experience (E-E-A-T), and influencer UGC provides exactly that — real people sharing authentic experiences with your brand.
3. Improved Conversion Rates Through Authentic Visibility
When potential buyers encounter influencer reviews, tutorials, and testimonials in search results, they’re more likely to trust your brand — shortening the conversion cycle and boosting ROAS.
Case Study: How Brands on Referwo Are Already Winning with Reels
Brands using Referwo are already seeing measurable results from influencer-generated Reels that appear on both Instagram and Google search.
Take Thread the Word, an Australian personalised blanket brand. Through Referwo, they collaborated with 148 influencers, generating:
- 470K Reels views
- $42,000 in sales
- 167K+ engagements
(See full Case Study here)
Their success illustrates how influencer-generated content can transcend platforms — performing as both social proof and SEO fuel.
How Referwo Helps You Optimise for This New Era of Search
Referwo is more than an influencer marketplace — it’s an all-in-one influencer CRM that automates every step of the process, from campaign creation to ROI tracking.
Here’s how it supports your search visibility goals:
✅ Influencer Discovery & Vetting
Access 2,500+ vetted creators across niches like fashion, beauty, lifestyle, and baby products.
✅ Automated Campaign Briefs
Add SEO and keyword prompts directly in campaign briefs to guide influencer content creation.
✅ Real-Time Sales Performance Tracking
Track influencer sales conversions through a single dashboard.
✅ Evergreen Exposure via Dealshub
Your brand stays discoverable on influencers’ Dealshub profiles long after the campaign ends, keeping your products searchable across Google and social platforms.
✅ Affiliate, Gifted & Paid Campaign Options
Choose flexible collaboration formats to fit your goals — from affiliate-driven ROI to content-first gifting campaigns.
Learn more about Referwo’s influencer automation features on the Brands page or see real campaign results in our Case Studies.
Action Plan: 5 Steps to Maximise Your Reels’ Google Visibility
- Audit existing Reels — Check which influencer videos mention your brand and update their captions with SEO-friendly keywords.
- Update influencer briefs — Add search intent keywords and callouts like “how to,” “best,” or “top.”
- Leverage your influencer network — Launch a campaign on Referwo targeting creators skilled in video storytelling.
- Track & refine — Use Referwo’s analytics to identify which Reels perform best across search and social.
- Expand evergreen presence — Encourage influencers to list your brand on Dealshub for ongoing exposure.
External Insights and Resources
For a deeper dive into Google’s short-form video indexing and social SEO:
- Google’s Documentation on Video Indexing
- Social Media Today: Google Expands Access to Short-Form Video Results
- Influencer Marketing Hub: 2025 Influencer Marketing Benchmark Report
Final Thoughts
The digital marketing landscape just evolved again. With Google indexing Instagram Reels, influencer marketing has officially merged with search marketing — giving brands an unmatched advantage to amplify reach, authenticity, and conversion potential.
If your brand isn’t leveraging influencer-generated Reels for SEO yet, now is the time to start.
👉 Ready to grow your brand visibility, sales, and organic reach with influencer-generated content that ranks on Google?
Start your free trial or book a 15-minute demo call with Referwo today and discover how to turn social content into search-driven revenue.
About Referwo
Referwo is Australia’s leading influencer marketing platform for eCommerce brands, connecting businesses with authentic creators who deliver measurable results. From influencer discovery to sales tracking and campaign automation, Referwo simplifies everything — helping brands automate, track, and scale their influencer marketing with confidence.
