It came as a shock to some, but look closer and Instagram's switch to portrait-oriented grid posts tells us quite a bit about where social media is heading — it shows the big companies are paying attention to how we actually use our phones to create and consume content. While these sorts of changes are always disorientating at first (quite literally in this case), for brands and marketers, understanding the broader implications of this change matters more than the technical specifications or having to adapt to an unfamiliar aspect ratio. Here we explain the reasoning behind the change, how to roll with the punches and why staying flexible and understanding what your audience needs and responds to is so vital.
- The Signals Behind the Shift
- Understanding Audience Response
- What This Means For Your Brand
- Managing Your Existing Grid
- The Path Forward
The Signals Behind the Shift
The move from Instagram's iconic square format to portrait orientation apparently came from clear user preferences. As Instagram CEO Adam Mosseri explained in a post on the platform, 'We started with the tall grid because most photos and videos that are uploaded to Instagram at this point are vertical and rectangles do a better job showing off those photos and videos'. It's worth remembering that phones automatically take photos in a vertical format. We're big fans of data backed decision making, and this was a decision made on real-world usage patterns. There's plenty of stats out there that support this shift: research by Databox shows vertical content achieves 13.8% more visibility on Facebook compared to other formats, while vertical videos specifically see 90% more visibility than image posts. A Wibbitz study found vertical videos on Instagram Stories generate 14% higher click-through rates than horizontals. The impact on brand engagement is particularly striking. According to Magna Global, vertical videos achieve a 90% brand recall rate compared to 69% for horizontal videos. HubSpot's research found vertical videos on Instagram Stories achieve 33% higher reach than horizontal formats. Given all of this, it makes sense to carry the vertical format over to the grid itself — especially as that's the format your phone screen is already in.
Key vertical content performance metrics:
- 13.8% higher visibility on Facebook
- 90% higher visibility for vertical videos
- 14% higher CTR on Instagram Stories
- 90% brand recall rate (vs 69% horizontal)
Understanding Audience Response
The initial reaction to the grid update has been mixed, with plenty of users expressing strong feelings about the change. Content creators and influencers who invested time in crafting carefully designed grid layouts have been particularly vocal about their frustration. As one would-be influencer put it on X: 'Whoever had the brilliant idea to change the grid from squares to rectangles? Yeah I hope you get fired.' Mosseri acknowledged this disruption, admitting that Instagram hadn't given users enough notice about the change and promising improved thumbnail customisation options to help creators adapt their profiles. 'I know some of you spend a lot of time tweaking your grids', he said 'and this blew all of that up, so we're going to improve the ability to customize those thumbnails.'
What This Means For Your Brand
In the plainest terms, vertical posts now fill more of your followers' screens. You've got more space to work with - space that's perfect for step-by-step product demonstrations, detailed infographics, or multi-part stories that would have been squeezed in the old square format. Instagram's embrace of portrait orientation shows how social media keeps evolving. Users want content that feels natural on their phones. Smart marketing teams are already developing content that fits how their audience actually uses Instagram.
Managing Your Existing Grid
Many brands have spent years perfecting their grid aesthetic with carefully arranged product collections, quote tiles that alternate with images, or those satisfying checkerboard patterns. Instagram's new format has disrupted these layouts, but there are several ways to handle the transition:
- Use Instagram's preview adjustment tools to maintain that visual harmony you've worked so hard on. Click the three dots on any post and select 'Adjust Preview' to modify how older content appears in your grid. The 'Fill' option lets you control which part of your image is prominent.
- Consider archiving particularly mismatched posts temporarily. You can always restore them later once you've established your new grid style.
- For quote tiles and text-heavy content, try breaking your usual template into thirds. Keep your text in the middle section, with balanced spaces above and below. This works in both square and portrait views.
- If you use a specific colour palette or themed rows, gradually transition by starting new rows in the portrait format. This creates a clean break between your old and new styling.
The Path Forward
Study how your audience engages with different post formats. Test new approaches. Track what works. Keep what resonates with your community. We're seeing brands succeed when they experiment with the vertical format's storytelling possibilities while staying authentic to their voice.
Understanding how your audience responds to platform changes can be complex. Our team specialises in analysing social media engagement patterns and user behaviour to help brands make informed strategic decisions. Get in touch to learn how we can help you navigate the evolving social landscape.
Patrick Charlton Published on February 20, 2025 1:00 pm