Last Updated on February 28, 2025 by Damien Hurwitz

Instagram profile grid update: It sounds simple, but it could make a big impact. Profiles are now showcasing vertically aligned thumbnails, and it might be time to rethink your content strategy!

What’s New?

Instagram has recently rolled out vertically aligned thumbnails on its profile grids. This subtle but effective change creates a more streamlined, visually consistent design—especially valuable for mobile viewing. By prioritizing vertical alignment, Instagram is doubling down on its push for vertical videos and photos, cementing its mobile-first focus.

Why does this matter? Consider how much of your audience interacts with Instagram on their phones. Mobile users make up the majority of the platform’s audience, and a grid layout designed specifically for vertical content ensures a better user experience. This shift isn’t just about aesthetics—it’s about functionality, too.

Why It Matters for Marketers

First impressions are critical. When potential followers land on your profile, they quickly assess its visual appeal and how it reflects your brand. The new grid format enhances this, giving marketers, brands, and content creators a tool to tell a more cohesive story.

Improved Storytelling: A consistent grid layout helps brands present their message clearly.
Showcasing Products: eCommerce businesses can create a curated showcase of their best offerings.
Boosted Engagement: A more appealing profile can encourage new followers to stick around longer.
Brand Identity: With vertical alignment, brands have the opportunity to reinforce their visual identity more effectively.

For influencers and content creators, this update could lead to higher engagement rates. A visually cohesive profile encourages followers to explore more of your content, increasing time spent on your profile and interaction rates.

How to Adapt Your Strategy

It’s clear this update offers exciting opportunities, but how do you take advantage? Here are a few actionable tips:

1. Audit Your Existing Content

Before diving into new posts, take a moment to review your profile. Is it visually cohesive? If not, identify gaps and start planning updates that align with your brand’s aesthetic. For example, you might archive posts that no longer match your current style or branding goals. This ensures your grid reflects the current values and visuals of your brand.

2. Prioritize Vertical Content

Vertical videos and photos are now front and center. Ensure your new uploads embrace this format to maximize impact on your profile grid. Think about how your photos and videos can work together as a unit to tell a bigger story. For example, a series of vertically aligned posts could guide followers through a product launch, a behind-the-scenes story, or a series of educational tips.

When creating vertical content, it’s important to remember that the composition matters. Use natural framing techniques to draw attention to key elements in your photos or videos. You can also add text overlays or subtle animations to make your content stand out.

3. Create a Posting Plan

Map out your content in advance. Use scheduling tools like Later or Hootsuite to test how your posts will look in the grid before publishing. Pay attention to the balance of colors, textures, and themes to ensure your grid feels intentional and visually pleasing. A well-thought-out grid not only improves aesthetics but also communicates professionalism and trustworthiness to your audience.

4. Experiment with Layouts

Not sure how to structure your grid? Test different patterns, such as alternating product shots with lifestyle photos or using rows to separate different campaigns. Analyze your audience’s response to different layouts and adjust accordingly.

Consider taking advantage of seasonal trends or holidays to refresh your grid design. For instance, you can create a festive look for holidays like Christmas or focus on earthy tones for seasonal campaigns in the fall.

5. Use Analytics to Refine Your Approach

Instagram offers detailed analytics for business accounts, so use this data to evaluate which posts perform best. Monitor metrics like reach, impressions, and engagement to identify the types of content your audience prefers. By aligning your grid strategy with these insights, you’ll maximize your results.

Insights from Sandhill Digital

“Thanks to smartphones and their natural geometry meant to fit into the human hand, we are increasingly living in a 9×16, vertical world. That Instagram has made this adjustment is just more evidence of that,” said Robert Davis, CEO of Sandhill Digital.

Robert’s insight underscores the importance of staying ahead of trends that cater to user behavior. If your brand isn’t adapting to these shifts, you risk falling behind competitors who are quicker to embrace change.

Another key point is how these updates align with broader shifts in consumer behavior. Vertical video platforms like TikTok and Instagram Reels have skyrocketed in popularity. By embracing the vertical grid, Instagram profiles become an extension of these formats, making it easier for users to connect with content they already love.

Examples of Brands Doing It Right

Consider how a brand like Nike might use this new format. By aligning vertical product shots with dynamic, action-filled videos, Nike can create an immersive storytelling experience that resonates with its audience. Similarly, beauty brands like Glossier could use the grid to showcase step-by-step tutorials alongside product launches, creating a visually cohesive and informative profile.

Smaller businesses can also benefit. A local coffee shop, for example, might showcase vertical shots of drinks, behind-the-scenes clips of their baristas, and customer testimonials—all tied together with a consistent color palette.

Resources for Further Reading

Need Help Optimizing Your Instagram?

Want to grow your brand via Instagram Marketing? Contact Sandhill for a free strategy consultation.

Whether you’re a marketer or a business owner, the key takeaway is simple: don’t underestimate the impact of a strong visual strategy. Instagram’s profile grid update gives you an edge—use it wisely!

Instagram Profile Grid Update: What It Means for Your Brand