Imagine this: you’ve invested in Instagram campaigns, worked with creators, and posted consistently on X, but all that content lived only within those platforms until now.
In September 2025, Google announced that Discover will start surfacing Instagram and X posts alongside YouTube Shorts and articles timesofindia.indiatimes.com. For UAE marketers, this is a fundamental shift: your social content can now break free from platform feeds and get visibility in Google’s personalized Discover feed, which reaches over 800 million users globally..
This isn’t just another update. It signals the merging of social discovery and search discovery, creating new ways to build awareness, credibility, and traffic.
Why It Matters
- More visibility from the same content → Your Instagram post can now reach someone scrolling Google, not just Insta.
- Blurring lines between search and social → Discovery is no longer channel-specific; it’s ecosystem-wide.
- Direct brand followership on Google → A new Follow button lets users subscribe to creators and publishers, bridging social + search audiences timesofindia.indiatimes.com.
Risks if Brands Ignore This
- Missed reach: If your social isn’t optimized, you’ll lose placement opportunities in Discover.
- Lost traffic: Competitors with better-structured captions, hashtags, and metadata may steal visibility.
- Weaker brand authority: If you don’t appear across Discover, you risk being invisible in “search-adjacent” spaces.
How UAE Brands Should Respond
1. Optimize Social for Search
Google now indexes posts. That means:
- Craft Instagram captions with keywords.
- Add bilingual context (English + Arabic) for UAE relevance.
- Use alt text and descriptive hashtags.
Benefit: Greater chance your posts appear in Discover feeds.
2. Repurpose Creatively
Don’t treat Instagram, X, and Shorts separately.
- Turn a post into a carousel → short video → blog → snippet.
- Cross-link campaigns between platforms and your site.
Benefit: Consistency boosts algorithmic discovery.
3. Think Beyond Awareness
With Google’s new Follow feature, you’re not just building reach — you’re building subscribers inside the Google ecosystem.
- Treat this like mini-SEO for creators.
- Track which posts drive actual engagement, not just impressions.
Benefit: A path from awareness → conversion → loyalty without leaving Google.
4. Localize for UAE Audiences
Discover’s personalization favors local signals.
- Tie posts to UAE events (Expo City Dubai activations, National Day, Ramadan campaigns).
- Work with regional creators whose posts have cultural relevance.
- Ensure Arabic-language assets are optimized.
Benefit: Increased engagement and resonance with GCC users.
How SV Digital Helps Brands Win in Google Discover
At SV Digital, we combine SEO + social strategies so brands don’t miss this convergence:
- SEO Services in Dubai → We optimize content metadata for both Google Search and Discover feeds.
- Social Media Marketing → We create bilingual campaigns that deliver ROI across Instagram, X, and now Discover.
- AI-Powered Insights → Predict which posts are more likely to rank in Discover and repurpose them effectively.
- Influencer Campaigns → We work with micro-creators whose content is now more discoverable through Google.
Conclusion
Google Discover’s integration of Instagram and X isn’t just another feature; it’s a redefinition of content discovery. UAE brands that optimize now can stretch their social ROI further, appearing not only in feeds but also in the most visited app of all: Google.
Ready to make your Instagram and X content Discover-ready?
Book a Discover Optimization Audit with SV Digital today.