Recently there has been much talk about the change from the 1:1 ratio on Instagram to the 4:5 ratio. (1080 x 1350 pixels). In one of the business groups I am in someone asked “What do people think about the ratio change” ?
While most people sided on “I hate it” or “I love it” I answered “I really don’t care (but then I don’t care about having a “pretty Instagram grid”, as for clients we can adjust their content size moving forward.
When it comes to Instagram, many small business owners pour hours into making their grid look like a flawless work of art. Perfectly curated colors, matching tones, and a satisfying aesthetic can feel like the key to social media success. The stress isn’t worth the payoff. Here’s the cold, hard truth: nobody cares about how pretty your Instagram grid is except you.
That doesn’t mean design doesn’t matter—far from it! Design is important, but only in service of your content. Your grid should be a tool to deliver value, not an end in itself. Here’s why:
1. People Care About Value, Not Vanity
Your audience isn’t scrolling through your feed to admire your color coordination or perfectly spaced posts. They’re looking for content that resonates—answers to their questions, solutions to their problems, or even just something that brightens their day.
Ask yourself: Would your ideal customer rather see another pastel placeholder or a post that offers them actionable tips, genuine insights, or a good laugh? Your focus should always be on creating content that serves them first, not your grid’s aesthetic.
2. Nobody Scrolls Through Your Instagram Grid Anyway
Think about your own Instagram habits. When you discover a post you love, do you immediately click through to the account and inspect their grid, or do you engage with the post in front of you? Most users interact with posts individually via their feed, stories, or explore page—not as part of a cohesive layout.
What really matters is how your posts perform on their own. If a post doesn’t catch attention on the feed, its place on your carefully crafted grid won’t matter.
3. Overdesign Can Limit Creativity
Obsessing over your grid can actually stifle your ability to create meaningful content. You might avoid posting something valuable because it doesn’t “fit” the aesthetic, or waste time trying to rework content to match a specific look. This type of self-imposed restriction can hold your brand back from engaging authentically with your audience.
The better alternative? Focus on optimising your design for content. Choose a style or brand identity that’s flexible enough to accommodate a range of posts while still maintaining a professional look.
How to Optimise for Content Over Instagram Aesthetics
If you’re ready to break free from the grid obsession, here’s how to shift your focus:
- Start with the Content
Before thinking about colours, layout, or design, ask:- Does this post educate, entertain, or inspire my audience?
- Is it easy to understand and visually appealing on its own?
- Does it represent my brand values and voice?
- Choose a Flexible Branding Style
Create a few simple templates for posts that can adapt to different types of content. Think of your visual branding as a toolkit, not a strict rulebook. - Think About Individual Post Performance
Each post should stand on its own. Optimise your visuals for thumb-stopping impact—bold headlines, clear imagery, and sharp contrasts. - Let Go of Perfection
Done is better than perfect. Sometimes, the most engaging posts are those that feel real and relatable, even if they don’t “match.” - Review What Actually Works
We are big believers in analysing YOUR OWN data. Use Instagram insights to identify which types of posts perform best. Is it your carousel posts, tips, reels, or behind-the-scenes moments? Lean into what your audience responds to, even if it disrupts your carefully planned aesthetic.
The Bottom Line.
A beautiful Instagram grid might feel satisfying to you, but it’s not what grows your audience or drives sales. Focus on creating impactful, engaging content that serves your audience first. A well-designed feed is great—but it should be the result of intentional, valuable content, not the goal itself.
Your audience doesn’t want perfect; they want authentic, helpful, and engaging. Give them that, and your Instagram will thrive—whether or not your grid looks like a polished magazine spread.
