Instagram’s Shift to Portrait Feed: What It Means and How to Adapt

Instagram has officially moved away from its iconic square format and is prioritising portrait-style posts in the feed. This shift has sparked discussions among content creators, brands, and businesses who rely on the platform for engagement and visibility. But why is Instagram making this change, and how does it impact your social media strategy? Let’s break it down.

Why Did Instagram Change the Feed Format?

Instagram has been competing with TikTok’s vertical-first experience, and the platform has been making significant adjustments to keep users engaged. This change is driven by:

User Behavior: Most users consume content on mobile devices, and portrait formats naturally take up more screen real estate, increasing engagement.
Video & Reels Dominance: With Instagram pushing Reels and video content, a portrait feed ensures a seamless transition between static posts and dynamic content.
Ad Performance: Portrait ads offer better visibility, leading to higher click-through rates and improved ad performance for businesses.

How This Impacts Instagram Users

This change affects everyone, from casual users to brands and influencers. Here’s what you need to know:

1. Content Strategy Adjustments

Square posts (1:1) are no longer the default, meaning they may not perform as well in engagement and visibility.
Portrait posts (4:5) now receive priority placement, making them more effective for storytelling and brand engagement.
Carousels and static images need to be resized and reformatted for maximum reach.

2. Aesthetic & Branding Challenges

Businesses with well-curated grids may need to rethink their visual strategy.
Older posts designed for the square format may feel out of place in a predominantly vertical feed.
Brands need to restructure their content to ensure seamless transitions between posts.

3. Impact on Engagement & Reach

Instagram’s algorithm is favoring portrait content, which means if you don’t adapt, your posts may struggle to get the same reach.

Stories and Reels already thrive in a vertical format, so aligning static posts with this standard will create a more cohesive experience.

How to Adapt to the Portrait Feed

Instead of fighting the change, here’s how you can leverage it to grow your brand:

1. Redesign Your Content for 4:5 Ratio

Ensure your posts are 1080×1350 pixels to maximise visibility.

Use tools like Canva, Adobe Photoshop, or Figma to create optimised content.
For carousels, keep the format consistent across all slides.

2. Leverage Reels & Video

With Instagram clearly pushing video content, businesses and creators should:

Convert static posts into motion graphics.
Repurpose older content into short, engaging Reels.
Use subtitles and engaging hooks to capture audience attention quickly.

3. Revamp Your Aesthetic

Update your Instagram grid to incorporate more vertical content.
Test different placements of branding elements to ensure they remain visible.
Experiment with a mix of portrait and carousel posts to keep engagement high.

4. Monitor Performance & Adapt

Use Instagram Insights to track how your new content is performing.
Compare engagement rates between square and portrait posts.
Test different styles and visuals to see what resonates best with your audience.

The Future of Instagram Content

This shift signals Instagram’s continued push toward a mobile-first, video-driven platform. Businesses and creators who adapt quickly will benefit the most, gaining more visibility, engagement, and conversions.

Instead of resisting change, use this opportunity to refresh your content strategy and stay ahead of the competition.

Need help optimising your Instagram strategy? Our team at Myadd Advertising + Digital can help you create content that performs in today’s evolving social landscape. Let’s make your brand stand out!