Instagram is Changing (and So Am I)
Google, Ads, and a Little Business Pivot
It’s been a big month: for Instagram, for my business, and (probably) for your social strategy too. This week’s issue breaks down what’s changing, what it means for you, and where we’re headed next.
Instagram Posts in Google Search? Kind of a Big Deal…
If you’ve been hearing the buzz about Google indexing Instagram content: yep, it’s (mostly) true. Google is now surfacing public posts from business and creator accounts in search results. That means your Instagram Reels, carousels, captions, and even alt text might now be findable on Google, all the way back to January 1, 2020.
So what does that mean for you? On the surface, more visibility! In theory, people Googling keywords related to your product or service might stumble across your Instagram content. But here’s the fine print: this indexing has technically been happening in many regions for a while. This update is more of an expansion and clarification than a total shift.
Still, if you're posting from a public business or creator account, it’s worth tightening up your strategy. Think: clearer, keyword-driven captions, smarter hashtags, and alt text that actually describes your image. In a way, your Instagram is now doing double duty, both for your followers and potential customers finding you through search. Even if this doesn’t drastically change your traffic overnight, it’s another reason to treat each post as a long-term digital asset, not just a quick scroll.
A Pivot at &Scene: Paid Is the Point
On a personal note, things have been shifting behind the scenes at my company &Scene (in a good way!). We’re evolving. After spending the last year producing both organic and paid content for brands, one thing became very clear: the biggest gaps in the market aren’t on the organic side. They’re in paid.
Marketing teams have strategy. They have ad budget. They often have media buyers. What they don’t have is video content that’s test-ready, trend-aware, and still completely on-brand. That’s where we come in. &Scene is now laser-focused on creating high-performing video ads for brands scaling on Meta and TikTok. It’s where we shine, and honestly? It feels like everything I’ve done (from brand marketing to content strategy to building and leading a creative team) has led to this exact sweet spot.
We launched a new site, rolled out new service tiers, and the work we’re doing just feels… right. I’m proud. (And exhausted. But mostly proud.)
And What That Means for This Newsletter
This shift also means it’s time to make a few changes here at The Grid Report. As of this month, I’ll no longer be writing the organic-focused section that many of you previously paid for. I know, I know! That part of the newsletter has been a favorite for lots of small businesses. But the truth is: I need to niche down and prioritize what’s working for my business, too.
That said, I’m not abandoning you if organic social is still your thing. If you’re looking for hands-on, high-quality help, I cannot recommend Shannon McInstrie’s Reels Lab enough. Yes, it’s a bigger investment ($297/month), but you get so much (weekly videos, trend breakdowns, and content tailored to your industry). I’ve been a member for over a year and continue to be wowed by the quality of her content.
All that to say, The Grid Report isn’t going anywhere, but going forward, it’ll focus more on paid social strategy, content performance, testing ideas, and the realities of running ads today.
All that to say…
Thanks for being here this past year. It’s meant a lot to have you along for the ride. I’ve paused all subscriptions for now while I recalibrate, and while I hope you’ll stay on the list, no hard feelings if this is where we part ways.
XOXO
Alison