Social media indexing: Meta’s latest update & 3 things marketers can do now

What is social media indexing? How has it changed this year? Why does it matter for apartment marketers?

These are the type of questions we love to answer on the blog. It’s our goal to give you easy-to-follow, up-to-date information that makes navigating the marketing world easier (at least slightly).

If you’re focused on social media marketing — or really, just marketing in general — keep reading. We’re covering everything you need to know about social media indexing, including the latest update from Meta and Google.

Oh and of course … we’ll share why this matters for you, plus three strategies to put into practice right away.

What is social media indexing?

Social media indexing is when search engines (like Google) analyze, organize and rank social content. Essentially, social content gets “read” and stored by algorithms to make it discoverable.

Just like when Google indexes websites, the goal is to pull content for search results. Things like keywords, engagement and recency are analyzed to decide if social content is worth showing.

The concept of social media indexing isn’t entirely new, but a recent update made it much more comprehensive.

Meta’s latest update

If you’ve kept up with digital marketing trends this year, you might’ve seen the buzz around social media indexing. Meta announced a major update in July (one that’s changed the game for marketers across industries).

In short, Meta now allows search engines to index some Facebook and Instagram content. This means that content can appear in organic search results, not just within the social platforms.

Think of it this way: Google didn’t suddenly invent social media indexing this year … it’s just that a major platform (Meta) opened up more content for indexing.

We’ll get into it below, but the big takeaway is that your social content can now reach more renters, in more places. Brands can technically opt-out and keep content searchable only within Instagram or Facebook, but indexing is now the default setting.

If you want to dig a little deeper, our friends at YEXT wrote an article that explains Meta’s update in detail. It’s a great read!

What is & isn’t indexed on social media?  

If you noticed that we said “some” content is indexed, good catch. Not all social media content is indexed under Meta’s new rules.

One important caveat is that only public, professional accounts get indexed. These are known as Business and Creator accounts.

It’s also worth mentioning that both profiles and the content within (e.g., social posts) can get indexed and appear in search results.

Here’s a list of exactly what’s indexed, as of now:  

• Photos & videos
• Captions & alt text
• Hashtags & geotags
• Profile metadata

And here’s a list of what isn’t currently indexed:

• Private & personal accounts
• Instagram stories & highlights
• Older content (predating 2020)

Why this matters & opportunities for marketers

Ok, we’ve covered what the update entails and how things work. The million-dollar question is: Why does social media indexing matter to apartment marketers?

As mentioned, Meta’s update means social content isn’t just discoverable within social media. It’s all over search engines now too, which means more opportunities to reach, engage and win renters.

For example, when renters search something like, “two-bedroom floor plans in Seattle,” they might see a virtual tour from your Instagram pop up in search results.

You have the potential to:     

• Generate more organic traffic
• Extend your content lifespan
• Level with your competition 
• Broaden your SEO strategy

3 things you can do now

It wouldn’t be a REACH article without some actionable tips, right? Here are three things you can do to keep up with social media indexing and stand out to more renters.

1. Optimize your social profiles. Just like with webpages, optimize your social content to build E-E-A-T (experience, expertise, authority, trust) with search engines. Use strategic media, branding and keywords throughout your profile.
2. Make every post searchable. Prioritize descriptive, keyword-rich captions and alt text in every social post. This helps your content surface for renters searching on social and across search engines.   
3. Think about user intent. Align your social content with renter priorities. What questions are renters asking? What makes your community fit their wants and needs? Give quick, relevant answers in your posts.

Let’s audit your social media

Meta’s recent update was significant. The good news is, you can use that update to your advantage. Think of social media indexing as an opportunity to expand your reach.

When was the last time you did a social media audit? If it’s been a while, reach out to book time with us. We offer a no-charge meeting to review your current strategy and goals.

Until then, keep calm and (social media) market on!