Have you noticed that your Instagram feed looks a little different lately? Maybe your photos appear larger, or older posts seem to fade into the background. That’s no coincidence! Instagram has been gradually pushing the 4:5 format as the new standard for feed posts. This shift doesn’t just affect how your content looks – it also impacts the performance of your posts and ads. Let’s dive into what this change means and how you can adapt your strategy to make the most of it.
What is the 4:5 format and why is Instagram using it?
Back in the day, Instagram was all about square photos (1:1). But in 2015, landscape and portrait formats were introduced. Since then, Instagram has increasingly favored the 4:5 format (also known as 1080 x 1350 pixels). Why? Because this format takes up more screen space than square posts. In a time where users scroll lightning-fast through their feeds, that extra space is a smart move. More screen real estate means a better chance to catch attention and drive engagement.
• More impact: A 4:5 post fills 11% more of the screen than a square one – which naturally draws more attention.
• Better visibility: Instagram wants to keep users on the platform longer, so it favors content that generates more engagement. And yes, 4:5 posts tend to perform better than square or landscape ones!
• Better for ads: Our tests with Meta show that 4:5 ads often achieve higher engagement and click-through rates than square ones.
What does this mean for your Instagram feed?
You might’ve already noticed: your feed looks different than it did a few years ago. When you place older square posts next to newer 4:5 ones, the newer images often take up more space and feel more prominent. That has an effect on your feed’s overall vibe and visual consistency.
Want a cohesive look? Then it’s a smart move to create all your new content in 4:5, so your feed remains balanced and polished.
Want to stay in the loop when new features roll out and work with a team that’s always up to date?
Seventury Marketing & Strategy is a boutique digital agency for brands in lifestyle, beauty & fashion.
Email us at info@seventury.com to learn more about how we can help your brand grow!
