As Instagram evolves, its influence on search and discovery is expanding. In 2025, the platform is no longer just a place to post photos and Reels — public posts from professional accounts can now appear in Google search results. At Kobe, we see this shift as a pivotal moment: Instagram has become part of the search engine ecosystem. Content must be planned and measured with search in mind, and a solid understanding of how Instagram’s recommendation systems work is essential. For example, Instagram currently prioritises three core engagement signals — average watch time, like rate and send rate — when determining which Reels or posts reach a wider audience. In addition, a new Instagram Re‑Posts feature allows any post or Reel to be shared directly into followers’ feeds, amplifying the network effect.
In this article, we explain what they mean for brands and business owners, and show how an influencer‑led strategy can leverage them for better results.
1) Leveraging Google Indexing for Brand Visibility
When Google began indexing public posts from professional and creator accounts in mid‑2025, Instagram content effectively became a searchable web asset. This development means that a well‑optimised Reel or carousel can live far beyond the feed. Instead of disappearing after a few days, your post can surface when someone searches on Google – turning Instagram into a digital storefront and extending the life of your campaigns.
Key takeaways for brands
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Treat posts like SEO assets. Captions, bios and alt text now function much like metadata on a web page. Including keywords naturally in these areas helps both Instagram and search engines understand what your content is about. Align the keywords in your username and bio with those used across your brand’s digital presence so that search engines make the connection.
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Optimise with alt text and location tags. Alt text improves accessibility and also provides context for search algorithms. Location tags and geo‑tags help your posts appear in local searches, which is especially useful for businesses targeting specific regions.
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Research audience search behaviour. Understanding how your customers search for information on both Instagram and Google is critical. Use long‑tail keywords — the phrases your audience actually types into search — in captions and influencer briefs.
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Leverage influencers for long‑tail discoverability. Because posts from professional accounts can now appear on Google, creator content has long‑term value. Working with micro‑ and nano‑influencers to produce content that includes brand keywords can create a steady stream of searchable posts. As an influencer marketing agency, Kobe can coordinate these efforts, ensuring every collaboration is optimised for both social engagement and search visibility.
2) Optimising Engagement Metrics for Viral Growth
Instagram’s recommendation systems focus on three core engagement signals — average watch time, like rate and send rate. In practice, these metrics determine whether your Reels and posts reach a wider audience. Each one reflects a different facet of audience engagement:
1. Average watch time
Average watch time measures how long viewers stay on your video. The longer people watch, the better Instagram will rank your content. Analyses suggest that viewers decide within the first few seconds whether to keep watching, so you have a very short window to hook them.
Strategies to improve watch time:
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Hook viewers early: Start your Reel with a compelling hook in the first few seconds. Grab attention immediately with a question, a bold statement or a visually striking shot.
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Tell a story: Use quick cuts and a clear narrative arc to keep viewers engaged.
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Experiment with length: Test different video lengths to find the format that holds your audience’s attention.
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Influencer strategy: Collaborate with creators who excel at storytelling. At Kobe we evaluate influencer partners based on their ability to hold viewers’ attention; average watch time is one of the key performance indicators we consider when negotiating campaigns.
2. Like rate
Like rate (likes divided by reach) reflects how much people enjoy your content. It’s more than vanity; a high like rate signals to Instagram’s AI that your post resonates with viewers.
Strategies to improve like rate:
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Evoke emotion: Create content that connects emotionally or offers real value. Stories, behind‑the‑scenes footage and user‑generated content tend to prompt more likes.
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Encourage action: Use clear calls to action in captions asking viewers to like if they agree or find the content useful.
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Test styles: Experiment with different formats – tutorials, product demos, influencer testimonials – and double down on the styles that generate the highest like rates.
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Influencer strategy: Work with influencers whose audiences are highly engaged. Authentic creators often have stronger like rates than celebrity accounts. Encourage them to ask their followers to like and save posts, which increases the positive signals sent to Instagram.
3. Send rate
Send rate (sends divided by reach) measures how often people share your content. Sends are one of the strongest signals because they tell the algorithm that viewers find the content valuable enough to share with friends.
Strategies to improve send rate:
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Create shareable content: Posts that spark conversation, provide useful tips or tap into trending topics encourage sharing.
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Use humour or insights: Humour and surprising statistics are often shared widely. Infographics or quick guides summarising industry insights can also prompt shares.
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Keep it concise: Long videos or wordy posts are less likely to be shared.
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Influencer strategy: Encourage influencers to create content that begs to be shared – for example, relatable memes, “did you know” facts or mini‑tutorials featuring your product. At Kobe we monitor send rates in influencer campaign reports and replicate high‑performing formats.
Use your insights
Look for patterns in your analytics and double down on what works. Analyse which posts achieve high watch times or send rates and replicate those elements. For brand marketers, this means shifting focus from follower count to engagement quality. Data should inform creative decisions and influencer partnerships; creators who generate high watch time and shareable content are more valuable than those with large but passive audiences.
3) Harnessing Re‑Posts for Network Amplification
Instagram’s introduction of a Re‑Posts feature in 2025 allows users to share someone else’s post or Reel directly into their followers’ feeds. Prior to this, reshares were limited to Stories or direct messages. The new button works like a retweet: you tap the repost icon, add your caption and share. The repost appears in a separate tab on your profile and credits the original creator.
Why this matters
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Amplified reach: Reposts expose content to entirely new audiences. When another user shares your post, their followers see it, creating a network effect that can dramatically increase reach without additional production.
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Credit and metrics: All likes, comments and views still count toward the original post’s statistics, giving brands and creators credit for engagement.
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Feeds in flux: Instagram’s feed is already heavily populated by algorithmic recommendations. Reposts complement this shift by letting users actively boost content they find valuable, aligning with sharing behaviours on platforms like TikTok and X.
Strategic opportunities
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Encourage reposts: Invite followers to repost your content. Make your posts useful or inspirational so people want to share them. Contests or calls‑to‑action (“share this tip with a colleague”) can incentivise reposting.
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Leverage influencer networks: Partner with influencers who have overlapping but distinct follower bases. When an influencer reposts your content, it reaches their audience; when their followers repost it, the reach compounds.
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Monitor repost performance: Add “repost frequency” or send rate as a KPI in your analytics dashboards. Work with creators to craft content designed for reposting.
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Stay on brand: Even though reposts encourage sharing, maintain brand guidelines. Provide influencers with brand assets and messaging frameworks to ensure that reshared content reflects your brand values.
Integrating Influencer Marketing
These updates make influencer marketing more critical than ever. When Instagram content can appear in Google search results, influencer posts become evergreen assets rather than fleeting impressions. Brands should work with creators to produce content that aligns with keyword strategies and brand storytelling so that it continues driving traffic long after publication.
The long‑tail discoverability of influencer posts means that micro‑ and nano‑creators can drive sustained traffic if their captions and alt text include brand keywords and links. Kobe can orchestrate campaigns across multiple creators, ensuring consistent messaging and keyword usage while giving each partner the freedom to craft authentic content. The repost feature further amplifies this effect by making it easy for creators and their followers to share each other’s posts and extend reach into new communities.
Conclusion
Instagram’s transformation into a search‑enabled, algorithm‑driven platform means that content strategy must evolve. Optimising posts for Google indexing, understanding and improving watch time, like rate and send rate, and leveraging the repost network effect are now essential for brands. Because influencer content holds long‑term value and can scale through reposting, an integrated influencer marketing strategy remains the most effective way to capitalise on these shifts. By collaborating with creators who understand these metrics, crafting keyword‑rich captions and alt text, and encouraging reposts, brand marketers and business owners can ensure that their Instagram content not only resonates within the app but also drives discoverability across the broader web.
