Following multiple previous attempts in 2022 and 2024 with wild backlash, Instagram has made the permanent change to a 4:5 grid ratio in 2025. The roll out began mid January and has once again sparked quite the buzz across industries. Whether you’re an influencer, content creator or general user of the platform, everyone has been affected.
Instagram is constantly evolving so we are no stranger to their changes, however, this one has seemed to ruffle the most feathers.
Creators, designers, agencies, influencers and many more who utilise the app, have had their beautifully curated grids sent into disarray, particularly affecting those who had multiple post curated artworks or elements of continuity across posts.
BEFORE
AFTER
The new 4:5 aspect ratio for the grid has redefined how posts appear on profiles and has disrupted the way user feeds currently present, originally built for a 1:1 look.
This change has meant a complete reshuffle in the way content is designed for those with a particularly assembled grid. So what does this mean for your grid and how can you adapt?
What Is the 4:5 Ratio?
The 4:5 aspect ratio is a vertical format commonly used for Instagram posts. When launched, Instagram purely focused on square images (1:1 ratio) and later embraced landscape and portrait formats, however, the grid itself has always cropped posts to a square ratio.
Now, with the 4:5 ratio becoming the new standard for grid previews, vertical content will continue to take center stage, pushed along by the popularity of Reels.
This means posts can now occupy more vertical space on a user’s profile grid, creating a more immersive experience. The taller format aligns with Instagram’s push toward prioritising mobile-first, scroll-friendly content.
Why the Change?
Instagram’s shift to the 4:5 ratio reflects broader trends in digital content consumption.
Vertical formats have gained popularity due to their seamless integration with mobile devices, where the majority of Instagram users interact with the platform.
By adopting 4:5 for the grid, Instagram aims to:
- Enhance Visual Impact: Taller images naturally stand out more, making profiles appear more dynamic and engaging.
- Align With Content Trends: The popularity of vertical video and images on platforms like TikTok and YouTube Shorts has influenced user expectations.
- Improve User Experience: A cohesive viewing experience between the feed and the profile grid reduces the need for cropping and resizing.
Implications for Users
The 4:5 grid ratio introduces both opportunities and challenges.
For all users, their existing posts have now been automatically updated to the 4:5 ratio, meaning you may need to reassess your grid and how it is presented.
Instagram has included a setting in the update to allow for adjustments to each grid item and have reported they will continue making adjustments for optimised presentation and control. Jump on to your grid and make any adjustments necessary to your existing posts.
Looking at it glass half full, the vertical approach gives you more space to showcase you, your products/services and graphics. Brands in particular can leverage this format to highlight features and create impactful visual campaigns.
This change can be seen as a timely reminder to check in on your grid and how you or your business are presenting to your audience. Potentially giving you an excuse for a bit of an Instagram profile overhaul and a rework of your content strategy moving forward.
Conclusion
There’s no sugar coating it, Instagram’s switch to a 4:5 grid is a big deal! Even our own Instagram page (which you should check out by the way👉 Pepper Advertising Insta), has been impacted. Our funky 3 piece pinned post didn’t have the continuity it was designed with, so we have some adjusting to do ourselves.
BEFORE
AFTER
This update changes how we see and interact with content. It might take some getting used to, but this new format opens up a tonne of creative possibilities for brands in particular, and makes things more visually appealing. So, get on board with the new format and change how you do things to keep your profile looking fresh on this ever-changing platform!
