As social media algorithms increasingly favour video, platforms have adapted their layouts to suit vertical content. Instagram has recently begun trialling a vertical profile grid layout, a shift that could reshape how brands and businesses present themselves on the platform. Aligning with the app’s current, vertically scrollable feed, this trial phase will impact select accounts to prioritise enhancing user experience. Here’s a quick dive into what this could mean for your brand and how it could help you connect with your audience more strategically.

What is the Vertical Profile Grid?

Instagram profiles currently display posts in a traditional three-across horizontal grid. The current trial features a vertical layout for posts, similar to how users experience Reels and Stories. This design update is intended to create a cohesive and consistent scrolling experience throughout the app, shifting away from the square orientation of current profile grinds.

For brands, this means a chance to revamp your approach to content presentation, making it easier for followers to engage with posts seamlessly. As users become more accustomed to vertical scrolling for media consumption, adapting your content formatting could enhance overall engagement on your profile.

Benefits for Businesses and Brands

Visuals are pivotal on social media, and this trial indicates a push for ‘vertical’ oriented content. Here are some things to consider for your brand:

1. Campaigning - Vertical grids allow posts to flow naturally from top to bottom, creating an intuitive storytelling experience. From campaign storytelling to product showcases, brands can leverage this change to reorient visual narratives on your profile. 
2. Optimising Engagement - A vertical layout could boost post interactions as users move through content at a natural pace. This aligns with Meta algorithmic data, which indicates higher engagement on posts formatted for the vertical scroll (like Reels) compared to static grid posts.
3. Consistency - The vertical layout eliminates the need to plan intricate square-oriented feeds. Many users are already accustomed to vertical scrolling on social media platforms, providing greater value in cross-platform marketing.

The Future of Instagram Grids

While this feature is still in testing, it signals Instagram’s direction toward a more immersive, streamlined content experience. For businesses, this indicates a turning point as platforms change user experiences to adapt to ‘vertical’ content. With social media algorithms prioritising vertical video content, this change provides an opportunity for businesses to adapt content design to suit Instagram’s scrollable layout.

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