Instagram has introduced a major update to its profile grid, replacing the familiar square thumbnails with vertical, rectangular images. This change reflects the growing dominance of vertical content on the platform, particularly Reels, and signals a shift in how users showcase their posts. While the update has drawn both praise and criticism, Instagram Chief Adam Mosseri has outlined the reasons behind the change and teased new features to help users adapt.

Here’s what the vertical grid means for your profile, how to adjust your content strategy, and what new tools are on the horizon.

Why Instagram is Moving to a Vertical Grid

The square grid has been a defining feature of Instagram since it launched, but user behaviour has changed significantly over the years. According to Mosseri, most photos and videos uploaded to Instagram today are vertical, making the traditional square format feel outdated.

Adam Mosseri, Head of Instagram, January 2025

“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. But I know some of you spend a lot of time tweaking your grids and this blew all of that up, so we’re going to improve the ability to customise those thumbnails.”

The goal of the vertical grid is to showcase content more effectively while providing a simpler and cleaner profile display. However, Mosseri acknowledged that the sudden rollout caught some users by surprise, admitting, “One of the mistakes I made was not giving people enough of a heads-up.”

Key Updates and Features

1. Vertical Thumbnails
   The most visible change is the switch to vertical thumbnails, giving posts more space in the grid. This format aligns with the Reels feed and prioritises vertical images and videos, reflecting Instagram’s focus on video-first content.
2. Highlight Integration
   Instagram plans to move Highlights into the grid while also creating a separate tab for them. Mosseri noted that Highlights can currently feel “visually complicated” and push the grid too far down, so the new layout aims to simplify their placement.
3. Grid Customisation Tools
   A long-requested feature is on the way: the ability to re-order posts in your grid. This update is particularly helpful for creators and brands who rely on aesthetic grid designs or want to highlight specific posts.
4. Direct Posting to Your Grid
   Instagram is also introducing a feature that lets users post directly to their grid, bypassing the main feed entirely. This will provide more flexibility for users focused on curating their profiles rather than prioritising feed engagement.

How to Adapt Your Instagram Strategy

The move to a vertical grid is more than a simple design change. It requires users to rethink how they plan and showcase content. Here are some ways to adjust:

• Prioritise Vertical Content
  With the new grid designed to favour vertical images and videos, focus on creating content optimised for these formats. Vertical content like Reels is already the dominant trend, and this update reinforces its importance.
• Reassess Your Profile Aesthetic
  For creators and businesses that rely on grid designs or cohesive branding, the new layout may require adjustments. Once customisation tools become available, experiment with re-ordering your posts to maintain a polished and visually appealing profile.
• Leverage Highlights
  The integration of Highlights into the grid presents an opportunity to feature key content more prominently. Organise your Highlights strategically to showcase evergreen material, promotions, or behind-the-scenes content.
• Incorporate More Reels
  As Instagram shifts towards video-first content, now is the time to embrace Reels. Ensure your videos have engaging thumbnails that work well in the vertical grid format, making them stand out on your profile.
• Stay Ahead of Updates
  Instagram’s rollout of the vertical grid is part of a broader strategy that may involve additional changes. Stay informed about new tools and features to ensure you are ahead of the curve.

Evolution In Engagement Drives UX & Strategy

The introduction of the vertical grid signals Instagram’s commitment to aligning its platform with how users engage with content today. This move reflects broader trends across social media, where vertical videos dominate platforms like TikTok. For creators, influencers, and brands, this update provides an opportunity to refresh their profiles and embrace video-centric strategies.

Adam Mosseri, Head of Instagram, January 2025

“The goal is a simpler, cleaner place that maintains, and even increases, creator control… This plan might change as we iterate over the next couple of months, but I’m hoping sharing our intentions early will help avoid any more harsh surprises.”

Instagram’s shift to a vertical grid may feel disruptive, especially for users who spent time perfecting square-grid aesthetics. However, the change offers new opportunities to showcase content in dynamic and engaging ways. By prioritising vertical media, experimenting with customisation options, and staying informed about future updates, you can optimise your Instagram profile for this new era.

As Mosseri hinted, there is more to come. Adapting now could give you an edge in positioning your profile to thrive in Instagram’s evolving ecosystem. Are you ready to embrace the vertical revolution? Let us know your thoughts.