Instagram’s New Rectangle Grid – But Why The Change?

Rectangle Grid On Instagram

As a marketer, I’ve always been drawn to the satisfying symmetry of Instagram’s profile grid. I spend countless hours per week curating Instagram accounts I’ve been working on to look visually appealing. So, when I opened my Instagram accounts recently to see Instagram’s new rectangle grid, I wasn’t thrilled. It turns out that I wasn’t alone, as many other Instagram users expressed similar opinions on Instagram’s rectangle profile grid.

But, like any marketer, I dug into it further and discovered that this change had been in the works for some time. The bigger question is: Why fix something that wasn’t broken?

From Square to Rectangle Grids on Instagram

Over the past week, the Head of Instagram, Adam Mosseri addressed this change in an Instagram story regarding the change to a rectangular grid (as reported via The Verge). Mosseri said: “I know some of you really like your squares. And square photos are sort of the heritage of Instagram. But at this point, most of what’s uploaded, both photos and videos, are vertical in their orientation.”

This change reflects how platforms like TikTok have reshaped content consumption. Vertical content seek to dominate creative trends and user expectations, making Instagram’s evolution toward rectangles feel inevitable. While this change may bring “growing pains” for accounts built around the iconic square grid, it highlights Instagram’s commitment to adapting to user preferences.

What size should my Instagram Posts be?

To ensure your content looks its best for Instagram’s Rectangular Feed, follow these recommendations:

Reels Cover Images: Create covers at 1080 x 1920 pixels (9:16 aspect ratio). This size can be cropped to fit the 4:5 aspect ratio for consistency with other posts.

Portrait Posts: Use 1080 x 1350 pixels (4:5 aspect ratio). This size optimizes quality and ensures your posts occupy more vertical space in users’ feeds, making them more impactful. It’s versatile enough for various content types, from full-body shots to detailed product displays.

Adapting To An Era of Vertical Content

Further emphasizing Instagram’s shift toward vertical content, the platform recently announced that users can now upload videos up to three minutes long (an increase from the previous 90-second limit). According to Instagram, this update allows users to “tell the stories that [they] really want to tell.”

What To Do As A Marketer Or Business To Adapt To Instagram’s Rectangle Grid?

The shift to a rectangular grid on Instagram presents both opportunities and challenges for both businesses and marketers like myself. If you’re like me and already have next month’s social media content planned in advance, you may need to set out some time to make some adjustments to ensure your posts suit the new Instagram format.

Here’s some tips:

  • Audit Your Current Instagram Content: Review your existing posts to identify images or videos that may need reformatting to align with the new rectangular grid on Instagram. Personally, something I’d suggest is that if you are using photos that are 1080 x 1080 (1:1), if you have Adobe Photoshop installed, use the Generative Expand Feature to extend your images to fit the 1080 x 1350 (4:5) format.
  • Focus More On Vertical Content: Prioritize creating content in portrait or vertical formats (4:5 or 9:16) to maximise screen space and visual impact.
  • Plan for Aesthetic Consistency: Develop a grid strategy that maintains a cohesive look, even with the new dimensions. Consider tools or templates to visualize your grid layout before posting.

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