Why Instagram is Becoming a Search Engine – And What That Means for Your Marketing

Search isn't just happening on Google anymore.

Whether we realise it or not, we’re using every platform to find answers – not just search engines. From finding dinner recipes on Pinterest to searching for interior designers on Instagram, the way we discover information and businesses is shifting.

And if you work in the built environment – think architecture, construction, interiors or design – this trend has big implications for how and where you show up online.

In this article, we’ll explain how Instagram is being used as a search engine, what that means for your marketing strategy, and how to optimise your profile and content for discoverability.

How Instagram is Changing the Way We Search Online

Traditionally, if someone was looking for a local architect, new home build inspiration or even planning advice, they’d hop straight onto Google.

Now? Increasingly, they’re typing those same queries into Instagram’s search bar.

Why? Because Instagram doesn’t just return a list of links – it shows visuals. Real examples. People want to see the work, not just read about it. Especially when they’re making decisions about big-ticket, design-led investments like homes, offices or buildings.

Whether consciously or not, we’re using Instagram to:

• Search for service providers

• Discover visual inspiration

• Validate credentials through content

• Explore projects and process stories

Instagram has quietly become a visual discovery engine. If your business isn’t showing up there, you’re missing out on a growing chunk of relevant traffic.

What People Search for on Instagram

Here are just a few examples of search terms people are entering into Instagram:

• “Interior designers near me”

• “Sustainable house design”

• “Kitchen extension ideas”

• “Architects in London”

• “Office fit out inspiration”

• “Timber frame buildings”

What do they expect to find? Not blog posts. Not PDFs. They’re looking for content – imagery, videos, real projects, how-it-works explainers.

The businesses that show up are the ones that look active, share useful information, and make it easy to understand what they do.

Why This Matters for Architects, Developers and Interior Brands

If you work in the built environment, much of your work is visually-led. A picture really does tell a thousand words – and on Instagram, it can also spark an enquiry, a follow or a new business lead.

Buyers, homeowners and clients increasingly:

• Browse portfolios via Instagram before visiting a website

• Use geotags and hashtags to find local providers

• Judge credibility based on content quality and consistency

Being discoverable on Instagram is no longer a ‘nice to have’ – it’s part of your visibility strategy. And it supports your SEO goals too.

How to Optimise Your Instagram Profile for Search

Here are five practical steps you can take to make your business easier to find on Instagram:

1. Use Keywords in Your Instagram Bio

Instagram profiles are searchable. That means the words you use in your bio and username make a difference.

✅ Use location-based and service-specific keywords✅ Example: “Residential Architects in Oxford | Passive House Experts”✅ Add a clear description of what you do and who you work with

2. Include Search-Friendly Captions

Instagram’s algorithm reads your captions to understand context. Don’t just post a picture – tell the story.

✅ Include phrases your ideal client might type into search✅ Balance storytelling with practical detail (e.g. “Modular kitchen design using reclaimed timber”)

3. Tag Your Location

If you’re based in a specific region or city, use geotags on your posts and stories.

✅ Helps with local search✅ Builds relevance with location-based audiences✅ Supports credibility with real, recognisable project sites

4. Create the Content People Are Looking For

Think about what your prospective client might be searching for when they find you. Then create content that answers those questions visually.

Try sharing:

• Before-and-after project photos

• Behind-the-scenes construction shots

• Reels explaining planning processes or design tips

• Posts introducing your team and values

• Testimonials and feedback from happy clients

Instagram is Part of Your SEO Strategy Now

This isn’t about chasing likes or trying to “go viral”. It’s about being visible.

The way people search is changing – and Instagram is now a serious player in that journey. If you're not optimising your profile and content, you could be invisible to a whole swathe of would-be clients who are actively looking for what you do.

So next time someone types “modern extension ideas” into Instagram, make sure they find you.

Because search doesn’t just happen on Google anymore.

Need help with making your social SEO-friendly? let's chat!