At Swan Creative, we always keep a pulse on the ever-evolving landscape of social media. But Instagram’s most recent update? Well, you don’t need a keen eye to spot it. After more than a decade of being synonymous with the iconic square grid profile, Instagram has shaken things up by introducing a new vertical layout for posts.
The move has sparked mixed reactions, but it’s clear that Instagram is responding to changing user behaviour and consumption patterns. The decision to shift to portrait-style content (with a 4:5 ratio) aligns the platform with the growing popularity of vertical formats seen on platforms like TikTok. As a result, this change is poised to have a major impact on how businesses approach content creation, marketing, and advertising on Instagram.
Portrait posts take centre stage
The biggest shift in this update is that posts on your profile feed are now displayed in portrait format (4:5 ratio) instead of the traditional square (1:1 ratio). This change applied to both organic posts and ads. When you upload content, Instagram will automatically crop your images into the vertical format, allowing your posts to take up more screen space as users scroll through their feeds.
What does this change mean for brands?
While this change might seem minor at first glance, it comes with several key implications for how brands should approach Instagram content going forward. At Swan, we’ve broken down the most important takeaways and provided you with a free Instagram sizing cheat sheet further down the article to ensure your posts are perfectly sized for the new format:
More visual impact
Portrait posts take up more real estate on the user’s screen, which means they’re more likely to capture attention. This shift offers brands an exciting opportunity to create more visually striking content that stands out in a crowded feed. However, it also means that ideation and design are more important than ever.
SWAN’S TOP TIP
Businesses need to rethink their content strategy.
Rather than simply resizing square images to fit the vertical format, design your content to make full use of the larger, vertical space. Consider positioning key visual elements along the vertical axis for a more dynamic composition. If you’re unsure how to adjust your content, our design and marketing experts are ready to help create visuals that truly grab attention.
Want your Instagram content to stand out? Let us help you craft eye-catching, high-impact designs. Contact us today to elevate your Instagram strategy!
Leaning into the Popularity of Video Content
The shift to portrait posts aligns perfectly with the evident growing trend of video, seen on platforms like TikTok, and the rise of Instagram’s very own Reels content in recent years. The update gives businesses the ideal opportunity to integrate more video content, which is proven to drive higher engagement and retention.
Swan’s Top Tip
If you haven’t already, start incorporating more vertical video content into your strategy.
Create short, captivating videos that grab attention quickly and tell a compelling story. Whether you’re showcasing products or sharing behind-the-scenes glimpses, video is a powerful tool to engage your audience in fresh and exciting ways. It will not only elevate your feed but also drive higher engagement. Need help perfecting your video content? Our in-house videographer, Oliver, is here to help!
Maintaining Consistency in Your Feed
For businesses accustomed to square images, this update may feel disruptive. The shift to portrait-only posts means that old content may look cropped or misaligned if not optimised properly, potentially affecting the aesthetic consistency of your feed.
Swan’s Top Tip
To maintain a cohesive look, ensure that both your existing and new content is adapted to the portrait format.
This might involve re-editing images or creating new graphics that work better in a vertical layout. Make sure your brand’s identity, whether through colours, typography, or imagery, remains consistent across organic posts and ads in the portrait format.
Ads and Sponsored Content in the portrait format
The new portrait format is not limited to organic post, it also applied to ads. This shift will impact how businesses approach their paid content strategies. Since Instagram’s feed is largely visual, the new portrait ads blend seamlessly with organic content, creating a more natural and engaging user experience.
Swan’s Top Tip
If Instagram ads are part of your marketing strategy, adapting to the portrait format can enhance ad performance.
By designing ads that mirror the organic content users see in their feeds, you create a more authentic and immersive experience. Pay close attention to the design elements of your sponsored content, ensuring your messaging and visuals are optimised for the vertical layout.
Want to improve the performance of your Instagram ads? Our team can help you design standout ads that engage your audience and deliver results. Reach out to learn how we can boost your ROI with visually compelling ads.
Let us help you stay ahead of the curve
At Swan Creative, we’re committed to keeping your business ahead of the trends. If you’re looking to transition to the new portrait format or want to refine your Instagram strategy, our team of experts is ready to collaborate with you. Together, we’ll create visually impactful content that drives real results.
Don’t let this update leave you behind—contact us today and let’s elevate your Instagram strategy together. Our team is ready to help you craft content that makes the most of the new format and boosts your engagement. And don’t forget to download our free Instagram sizing cheat sheet to ensure your visuals are perfectly optimised for success. Let’s work together to take your Instagram to the next level!
Free download
Instagram cheat sheet
Download our free Instagram sizing cheat sheet to ensure your posts are perfectly sized for the new format. Or contact us for professional design services that can help keep your visuals looking sharp and cohesive across all platforms.
