The Role Of Copywriting In AI-Driven Search

This is why your captions matter more than ever (yes, even the ones with typos)

If you’ve ever posted a skin transformation and written some no-context BS like "glowing skin" or my personal nemesis... just a bunch of star emojis as the caption, you'll want to keep reading because from July 10, 2025, Instagram is letting the big dogs (read: search engines like Google) into the chat.

Yep. Your public content — we’re talking posts, reels, videos, the whole shebang — from your professional Insta account could start showing up on Google.

Let me translate that from tech speak to salon speak: someone could Google “skin needling results in Melbourne” and YOUR before-and-afters might pop up. Wild.

Now, you might be thinking, "errr, I've seen Instagram accounts pop up in Google searches before", and yes, you're correct, but from this week, the role of copywriting in AI-driven search will become even more important.

So... why should you care about the role of copywriting in AI-driven search?

Because visibility = clients, and now, what you say on the ‘gram isn’t just speaking to your followers, it’s potentially whispering sweet nothings to people searching for treatments online. And the key to being found? Words. Specifically: clear, relevant, intentional ones.

It's not just Instagram getting involved...

Enter: Google AI Overviews.

If you’ve Googled anything lately and noticed a neat little summary box at the top, that’s AI. The important thing to know here is that the answers it provides you are not original content. It’s remixing what already exists on the internet (pssttt... that includes your content!).

Which means: if your posts, blogs or website content are well-written and clear as post-extraction skin, Google’s AI might pluck your words for that top spot, and trust me, people click those top spots.

So... if your content is vague, jargon-y, or sounds like a robot reciting a textbook? You’re out. But if it’s sharp, helpful, and actually makes sense? You’re in the game.

What should you actually do about this?

Here’s the copywriter-approved, time-poor business owner-friendly checklist:

1. Speak your client’s language

Use keywords they’re typing into Google, not industry lingo only your peers understand. Think “treatment for acne scars” not “dermal remodeling for atrophic lesions.”

2. Give your captions a proper go

Say what the treatment is, who it’s for, and what it does. You’re not just posting for vibes, you're posting for visibility.

3. Create content worth stealing (by Google, that is)

Google AI isn’t going to cite the post that says, “Get in quick, spots going fast!!” which, honestly, is a valid post, but keep in mind that it's not the promotional-heavy content that's going to be the winner here.

It’s going to be the ones that cite answers, tips, breakdowns and actual information. So, if educational, value-adding content isn't currently a content pillar for you, consider adding it.

4. Make your account public (if it’s not already)

This one’s a given. If you’re hiding your business behind a private profile, Google can’t see it, and we want Google to see it, right? Remember, we're talking business pages here, not your bunch pics.

5. Don’t panic. Just plan.

You don’t need to suddenly post ten times a week or become a keyword-obsessed robot. In fact, blogs that feature an obscene amount of keywords can have the opposite effect as the SEO lords think, "ahh desperate much?". You need to be intentional with the words you’re already writing.

Instagram and Google are about to be better friends than your two regulars who bonded over matching forehead lines, and your content could be what helps someone discover your business.

So if you’ve been phoning it in with captions or writing blog posts like you’re hoping for a polite applause instead of actual bookings, now’s the time to rethink that strategy.

Because the internet is watching, and it’s actually not a bad thing.

Want help writing content that doesn’t sound like it was spat out of a robot and actually gets you seen? You know where I am (and if you don't, it's right here)