Why Brands Should Be Publishing Media Mentions on Instagram, Now More Than Ever

Google is now indexing Instagram content. That’s not just a social media update, it’s a digital strategy gamechanger.

At REYA Communications, we work at the intersection of PR, digital discoverability, and the future of brand storytelling. As platforms evolve, so do the pathways to visibility. And the latest shift? It’s a big one.

Google’s announcement that it will start indexing Instagram posts, including those published by brands, signals a new era of opportunity for boutique and independent travel brands. Particularly when it comes to earned media amplification.

What’s Really Changing And Why It Matters for PR

In the past, media wins often lived quietly on a press page or circulated in newsletters. Today, they deserve front-row placement on your Instagram feed.

With Google indexing Instagram posts, media mentions shared on your brand’s account can now:

• Appear in Google Search results

• Feed into Google Discover and visual carousels

• Bolster your visibility in answer engines like Google SGE and ChatGPT

What does that mean for PR? In short: earned media is no longer just for credibility. It’s fuel for search visibility.

Why Earned Media on Instagram Helps SEO and AEO

Here’s how amplifying media coverage on Instagram supports your Search Engine Optimization (SEO) and Answer Engine Optimization (AEO) strategy:

1. Your Content Becomes Searchable (Literally)

When Google crawls your Instagram content, it’s indexing:

• Captions and the return of hashtags (hello, keyword optimization!)

• Tags and mentions

• Link mentions (even without being clickable)

• Associated media and alt-text

• Your account bio

That means when you post a press feature such as: 

“We’re thrilled to be included in @CNTraveler’s Best Wellness Retreats 2025!”

Google sees that as structured, authoritative content associated with your brand.

And don’t forget your bio. There are so many brands that forget to optimize their bio and leave out the simplest information. The amount of hotel IG accounts that don’t mention what country, let alone city they’re located in, is mind boggling. This leaves customers and search engines with not much faith in what they’ve discovered.

Here is a quick brand bio check list and audit: 

• Name and location: That could include your specific address, making it easier for travelers on the go as well as search engines to find and identify your hotel or restaurant

• Primary offering or USP: What makes you special among your competitors? Is it your oceanfront view, your rooftop bar, your Michelin restaurant, or your large suites? 

• Call to action: Tell users what to do next and make it easy. Is it to book a room, a dinner reservation, or check rates? 

• Links to take action: Add a link to your website or Linktree, if you have multiple landing pages. Include a link to your company’s Whatsapp number for customers to get in touch directly.

SEO Win: Your Instagram account now contribute to your discoverability for branded search terms and relevant topic queries.

2. Authority Signals Get Amplified

From an AEO standpoint, what matters most is trust and citation. Earned media hits already position your brand as a credible source. Publishing them on Instagram adds a second layer of authority now recognized by Google.

AEO Win: When someone asks, “What are the top sustainable safari lodges in East Africa?” your earned coverage, amplified via Instagram, helps AI understand your relevance.

3. Increased Search Engine Results Page (SERP) Real Estate for Branded Search

When potential travelers or partners Google your name, they may now see:

• Your Instagram post featuring that glowing Travel + Leisure review

• Your profile alongside snippets of media coverage

• Google Discover tiles pulling from your visual content

SEO/AEO Win: The more spaces you occupy in a branded search result, the more control you have over your digital reputation.

4. Visual Content Supports Multimodal Search

Google is increasingly integrating visual-first results, especially for travel, hospitality, and lifestyle searches. Instagram is inherently visual and earned media coverage tends to be the most high-impact content you’ll ever post.

AEO Win: Instagram acts as a rich, AI-readable source for image + caption + credibility, a trifecta for answer engine pickup.

5. Earned Media Drives Engagement and Link Equity

When media mentions are shared and re-shared via Instagram Stories, tags, and DMs, they can spark:

• Backlink opportunities from digital publications

• Journalists resharing

• Conversation in private social spaces (the “dark social” layer)

SEO Win: Engagement with these posts improves your brand’s off-page signals, which is still a core pillar of search engine rankings.

PR in the Age of Instagram Indexing: What You Should Do Now

If you’re working with REYA, we’re already helping you integrate media coverage into your SEO and AEO strategy. But here’s how any brand can start leveraging this shift:

1. Post Your Press Wins Thoughtfully

Include:

• The media outlet name

• A quote or excerpt - highlight where you brand shines

• The writer’s name, plus a thank you

• Relevant keywords and your brand name

• Alt text for visuals

What NOT to include: 

• Screenshots or screengrabs of coverage that no one can read

2. Tag the Right Entities

Mention the journalist, outlet, and key partners or employees quoted. These signal credibility to both audiences and search engines. A bonus is that journalists strapped for time and resources, will likely and gladly repost your content, helping you to reach a network of other journalists. 

3. Write Captions Like You Write Headlines

Make them punchy, informative, and keyword-rich. Think:

“Best Eco-Resort in Costa Rica? Here’s What @NatGeo Had to Say About Us.”

4. Think of Instagram as a Micro PR Platform

Your feed isn’t just for engagement anymore, it’s for indexing. Was your hotel mentioned in a Valentine’s Day story from a year ago? Post that coverage 4-8 weeks out giving Google and AI time to index it. Now, when consumers are exploring "Romantic Trips to Book", both search engines and AI can pull that coverage as an answer and source.

5. Revisit and Edit Your Archived Posts

Don’t just apply these strategies to new posts moving forward, but apply it to your existing posts. IG will let you edit your older posts, so take a crack at rewriting those captions. Many brands moved away from using hashtags when the IG algorithm changed, but now they’re important and act as keywords, so throw them back in. 

Final Word: PR Isn’t Just About Press. It’s About Presence.

At REYA, we’ve always believed that visibility isn’t about being everywhere. It’s about being remembered in the right places.

This new Instagram indexing update means your PR strategy just got a major visibility boost. But only if you use it. By treating your social media feed as an extension of your earned media strategy and optimizing it for both humans and AI you’re setting your brand up for stronger, longer-term discoverability.

We’re already building these strategies for our clients. If you're ready to evolve with the digital landscape and not just chase it, we’d love to help. Reach out to REYA and let’s future-proof your PR.