Instagram is generating SEO-friendly headlines for user posts

Instagram has begun automatically generating headlines and descriptions for users’ posts that appear in Google Search results — often without users’ knowledge and, in some cases, with misleading or inaccurate framing, according to reporting from 404 Media.

The issue first surfaced after author Jeff VanderMeer noticed that one of his caption-less Instagram posts — a simple video of a bunny eating a banana — appeared in Google search results with a clickbait-style headline that he did not write. Other posts, including one from a Massachusetts public library, were similarly given promotional headlines unrelated to the original content.

Google has included more social media content in its search results over the years. Starting on July 10, Instagram made public posts from professional accounts searchable in Google.

404 Media confirmed that this behavior affects multiple users. In another example, a cosplayer’s video appeared in search results with a headline about discovering cosplay locations in Seattle, despite the user never writing anything resembling that description. Google informed 404 Media that it is not generating these headlines and instead pulls the text directly from Instagram.

Meta, in a statement to the outlet, later confirmed that Instagram has recently started using AI to generate titles for posts shown in search engines, stating that the feature is intended to help people better understand content, while acknowledging that the titles are not always accurate. The company directed users to a Help Center page that explained how to opt out of search engine indexing.

Experts cited by 404 Media say the headlines appear to be generated specifically for search bots and are embedded in the page’s title tags, meaning regular visitors don’t see them on Instagram itself. Users and creators have criticized the practice for stripping their posts of context, misrepresenting their work, and contributing to low-quality, spam-like search results.

The reporting raises broader questions about how AI-generated metadata could distort online content and impact creators' reputations.