What the new Instagram grid size changes mean for creators and brands

It’s been on the cards for a little while, but the recent threat of a US ban of TikTok can’t be a coincidence, can it? Instagram seems to have speeded up the update of its grid size change, which could, at least in part, be an extra carrot dangled to all those portrait-loving TikTok refugees (if the ban actually happens, obviously).

Who knows. But it’s certainly a move which has sparked conversations across the creator and brand communities. This change isn't just cosmetic you see. It has much deeper implications for content strategy, visual storytelling, and user engagement. And quite frankly, it’s a causing a headache for some content creators who’ve just planned a whole batch of pretty, square-shaped static posts.

So, what has changed exactly?

Instagram's grid now supports a different aspect ratio for posts. Previously, the platform predominantly favoured square images (1:1), with limited support for portrait (4:5) and landscape (16:9) orientations. This new grid allows for a broader variety of aspect ratios, creating more flexibility in how content appears on profiles. Which has got to be a good thing, right?

The change aligns Instagram with its push toward more dynamic content experiences, potentially encouraging creators to think beyond traditional formats. However, the grid itself - the way content is displayed on a profile -has also shifted to accommodate these new ratios, affecting how images and videos are cropped in preview mode. This is the problematic bit if you suddenly get switched over and wake up to an ugly grid!

What are the key impacts of the change?

Creators and brands that carefully curate their Instagram grids are certainly going to need to revisit their strategies because this shift means that posts might no longer align as seamlessly in a consistent visual theme. For example, a previously symmetrical feed might look disjointed if different aspect ratios are used.

The grid is often a viewer's first impression of a profile, so with varying aspect ratios, creators and brands must now think about how each post contributes to the overall look of their profile. Preview cropping could make or break a visually appealing grid. If yours is still square, you can prep but just making sure it will crop okay if Instagram decides to make you all portrait shaped overnight. And it could happen anytime now.

On a positive note, the expanded aspect ratios are going to open up lots of opportunity for much more immersive storytelling. Portrait formats allow creators to fill more screen space, grabbing attention and driving engagement, for example. This is especially useful for showcasing detailed products, vertical videos, or infographic-style posts. So that’s good news!

At the end of the day, the updated grid integrates more cohesively with Instagram's own push for reels and stories. By optimising posts for both feed and vertical formats, it’s also inviting creators to cross-promote content more effectively (come on over TikTok’ers!), ensuring consistency across all touchpoints.

Tips for adapting to the new grid size

Plan your content with a tool?

Using planning apps or tools that simulate Instagram grids to preview how your content will look in different aspect ratios can reassure you it’s all going to look beautiful, especially if cohesive aesthetic is your top priority.

Leverage those vertical formats

Portrait formats (4:5) tend to perform better in terms of engagement since they take up more screen real estate. Do use this to your advantage by optimising key content for this format.

Focus on highest quality visuals

With varying aspect ratios, the quality of your visuals becomes even more critical. High-resolution images and videos ensure your content looks professional regardless of the format.

Update your guidelines

For brands, this is a good opportunity to revisit your social media style guide. Define how different aspect ratios will be used and ensure consistency in branding elements like logos, colours, and fonts.

Engage your audience

Experiment with the new formats and ask your audience for feedback. Interactive polls or questions in stories can provide insights into what resonates most with your followers.

Embrace the change!

Change often brings opportunity, after all. While the new grid size might feel like a challenge initially, it offers creators and brands a chance to innovate. And by embracing these updates, you can stay ahead of the curve and create a more dynamic and engaging presence on Instagram.

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