Instagram’s 4:5 Grid Update: How should you, as a brand, deal with this?

Yes! Although the transition to a 4:5 grid may take some getting used to for some, there are plenty of benefits when you look at the bigger picture. Because posts are displayed in a taller format, they take up more screen space, making the content stand out more and encouraging users to look at it for longer. If you use this wisely, it can result in higher engagement from your target audience. Furthermore, the new format aligns with the trend towards vertical content, which you can of course already see everywhere on TikTok, Snapchat and, of course, Instagram Reels. Applying this style to standard posts as well creates a consistent visual experience on the platform, which is particularly beneficial for brands and content creators who use storytelling to convey their message. The extra screen space also offers more room to show details, which is particularly useful for product images, informative posts or content featuring text and graphic elements. By adapting to this change and designing content directly in the 4:5 format, brands can increase their visibility and impact on Instagram.

What are the challenges?

Whilst the new 4:5 format offers benefits in many respects, it also presents a number of challenges. One of the biggest drawbacks is that the change can disrupt the appearance of existing feeds. Brands and content creators who have spent a great deal of time on a carefully curated 1:1 grid may find that their older posts do not display as well or are even unintentionally cropped. This can be at the expense of a profile’s visual coherence. Furthermore, the visibility of older posts may decrease as new, longer images take up more space in the feed. This means users have to scroll further to see previous content, which poses a particular challenge for brands that use their feed as a portfolio.

The switch to the 4:5 format also requires adjustments to content creation. Images and videos must now be designed in a taller aspect ratio as standard, whilst the key visual elements must remain within a 1:1 frame to be displayed correctly on accounts that have not yet implemented the update. This means greater attention must be paid to creating and editing content, particularly for brands that maintain consistent branding. Fortunately, brands can remain visible and ensure their feed does not look cluttered in the updated Instagram layout. Below, we explain how we achieve this.

Our approach & what you can do

The switch to a 4:5 grid has forced us to adapt our content strategy. The first step is, of course, to design new content directly in the 4:5 format. This means that images and videos must have a standard size of 1080 x 1350 pixels. At the same time, it is essential to keep the most important visual elements within a 1:1 frame (1080 x 1080 pixels), so that the content remains clearly visible to users who have not yet received the update. This ensured that the look and feel of client profiles remained consistent and professional, regardless of the progress of the roll-out.

Fortunately, for existing content, Instagram offers the option to adjust the thumbnail preview. By using the “Adjust Preview” option, you can determine how older posts are displayed within the new grid. If square images do not fit well within the 4:5 aspect ratio, adding borders can be a solution to maintain the visual consistency of your feed. In addition, you may need to rethink the layout of your feed. The longer posts mean that earlier images are less likely to be visible, which can affect how your brand story is presented. By thinking ahead and experimenting with new layouts, you can ensure that your profile maintains a consistent and attractive look.

Finally, it is essential to monitor the impact of this change. At DRIIVN, we continuously analyse how engagement and interaction are developing and adjust our strategies where necessary. By responding promptly to this update and tailoring our content creation accordingly, we ensure that our clients continue to perform optimally on Instagram. Our proactive approach means our clients can immediately benefit from the advantages offered by the new format, without compromising the look and feel of their profile.

Social media is constantly changing, and as a brand, you cannot afford not to keep up with these changes. At DRIIVN, we combine 10 years’ experience in performance-driven marketing with a data-driven and creative social media approach, so that you not only respond smartly to updates – such as this one from Instagram – but actually benefit from them!

Curious to find out how we can help your brand grow in this ever-changing media landscape? Get in touch with DRIIVN and take the next step in your social media strategy.