Instagram has long been known for its iconic square posts, a hallmark that has defined the platform since the very beginning. However, as social media continues to evolve, so do the needs and preferences of its users.
Instagram is now making a significant shift by moving away from the square grid format in favour of a more modern 4:5 portrait ratio for posts.
This update is set to change the way businesses interact with their audience, and it’s crucial to understand how to adapt and leverage this new format to stay ahead.
Instagram update: What’s changing?
For years, Instagram’s square grid has been the go-to format for posts. It offered a uniform look that many users found aesthetically pleasing. But it also came with limitations, especially for businesses and content creators who wanted to showcase more in a single post.
The new 4:5 portrait ratio provides a taller, more visually engaging format that better aligns with the natural orientation of most mobile devices. This change means that when you post photos or videos, they’ll take up more vertical space on the screen, capturing more attention as users scroll through their feeds.
The 4:5 ratio isn’t entirely new – it’s already been an option for photos and videos on the platform – but now it’s becoming the standard. This move brings Instagram’s feed more in line with other visual content formats on the platform, such as Reels, which have both embraced vertical video.
Why this change is important for businesses
Businesses are constantly having to update and improve their digital marketing strategies to stay ahead of trends. This is especially the case when it comes to the fast-paced environment of social media.
1. Enhanced visual appeal
The new 4:5 format allows businesses to make a stronger visual impact. Taller images mean more screen space, which can be used to highlight product details, create more immersive brand storytelling and capture the viewer’s attention more effectively.
2. Consistency across content types
With Reels and Stories already utilising a vertical format, this update ensures a more consistent visual experience across the platform. For businesses, this means that you can create content that seamlessly transitions between different sections of Instagram, whether it’s a post, a Reel or a Story. Consistency is key in branding, and this update helps maintain a unified brand aesthetic.
3. Improved engagement
Studies have shown that vertical content tends to generate higher engagement rates on mobile devices. As users are accustomed to holding their phones vertically, content that fills the screen naturally holds their attention longer. For businesses, this translates into more likes, comments, shares and overall interaction with your posts.
4. Optimised for mobile
Mobile-first design has become essential as more users access social media on their phones. The new portrait ratio is better suited for the mobile experience, allowing businesses to create content that feels more natural and less constrained by traditional formats.
The rise of video: A key factor in the new Instagram grid layout
Instagram’s move to a 4:5 aspect ratio isn’t just about photos – it’s also a response to the video content’s growing dominance on the platform. Reels, which launched in 2020, has quickly become one of Instagram’s most popular features, thanks to its vertical, full-screen format that encourages immersive viewing.
The 4:5 ratio for posts aligns closely with the vertical video format used in Reels, making it easier for businesses to repurpose content across different sections of the app. This synergy is crucial as video content continues to rise in popularity, with many users preferring short, engaging videos over static images.
It also may be a part of Instagram’s longer-term strategy to bring all content under one section of the app, rather than separating standard posts and reels into two.
Businesses that embrace video, particularly in this new format, can reach a wider audience and drive more engagement.
Creative and engaging video for businesses
One of the most powerful tools at a brands disposal is video marketing.
This dynamic medium has the ability to convey a brand’s message, values and personality in a way that is engaging, memorable, and persuasive.
If you’re looking to captivate your audience, share your unique story and drive real results, our video and social media services can help. Our solutions are creative, impactful and designed to deliver measurable outcomes.
Video Connect by QBD
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In this package, you get a professional, high-quality 60 second video tailored to your brand and values, plus the option to add up to 3 additional shorts, perfect for social media use.