Local Memo: Instagram Gets Indexed, TikTok Transition, and Google AI Answers

Instagram to Allow Google and Bing Indexing of Professional Accounts

The News: Starting July 10, 2025, Instagram will enable search engines like Google and Bing to index public posts from professional accounts. Photos, Reels, and videos from public business and creator profiles (users over 18) may appear directly in search engine results, making them accessible without logging into Instagram. Users who prefer not to have their content indexed can opt out through privacy settings.

What This Means: Businesses have a significant new opportunity to boost online visibility. Optimizing Instagram posts with relevant keywords, location tags, and descriptive captions could dramatically increase search visibility, attracting new customers outside the Instagram environment. Local businesses, in particular, can benefit from reaching customers searching for specific products or services nearby. However, this change means adopting a more strategic approach to content creation—posts should remain engaging but now also need to be optimized for discoverability in search results.

TikTok Developing U.S.-Specific App Ahead of Potential Sale

The News: TikTok is building a new U.S.-focused version of its app, set for release on September 5, 2025, as part of preparations for a possible sale to American investors. The current app will remain available until March 2026, after which users must switch to the new app. This follows recent statements from President Trump indicating a near-final deal for selling TikTok’s U.S. operations, with formal negotiations with China expected to begin soon.

Image via Reuters

What This Means: Local marketers need to be prepared for potential disruptions. A new app tailored specifically for the U.S. market could significantly alter ad targeting, data availability, and overall campaign effectiveness. Marketers should closely monitor updates, reassess strategies as needed, and consider diversifying their marketing channels to minimize disruptions.

Google Using AI for Nearly 13% of ‘People Also Ask’ Answers

The News: According to a recent analysis by AlsoAsked, around 12.6% of Google’s “People Also Ask” (PAA) responses are now AI-generated. Google started integrating AI-generated overviews into PAA in November 2024 to address gaps when existing web content didn’t fully meet user queries. This is the first substantial data highlighting the prevalence of this practice, raising concerns about the visibility of traditional publisher content.

What This Means: For local marketers and businesses, increased AI-generated content in Google’s PAA boxes means a greater need to create comprehensive, detailed content that fully meets user intent. To ensure continued visibility, businesses should focus on filling content gaps proactively. This includes optimizing content to provide clear, concise answers to common questions, using structured data effectively, and regularly updating information. Doing so will increase the likelihood of appearing in prominent search features like PAA boxes, boosting overall online visibility and attracting potential customers.