Instagram has just made an epochal move: the profile grid, historically characterized by square content, has adapted to vertical formats since January 2025. This change marks the end of the era characterized by an orderly layout made up of 1:1 elements, which has characterized the social network since its launch in 2010. In its place, the more modern 3:4 vertical format is taking hold, which guarantees a better user experience on mobile and is close to TikTok’s 9:16.
Ever since the rise of short videos, through Stories and especially Reels, Meta’s goal has been to make the experience more immersive and engaging. With the new format, Instagram aims to encourage the consumption of content without interruption for the user who scrolls the feed from a smartphone,
Instagram specifications in 2025
With the new layout, Instagram’s formats adapt to be more usable.
Profile Picture
The profile picture (a photo or logo) is often the first visual element that users notice. It must be clear and optimized for the circular format. The practical tip is to use at least a 320×320 px high-resolution image, keeping the subject centered to avoid unwanted cropping.
This image is often viewed within a small circle on a smartphone screen and it must be able to stand out from those of the other profiles in the feed and be recognized. If your logo or face isn’t easily distinguishable, try simplifying the visuals or using stronger contrast.
Single photo
Single photo is the element of Instagram that is most impacted by this change. If the earlier 1:1 square format appeared in the profile feed and in the grid of recommended posts, now the 3:4 format changes everything. Adapting content means better opportunities of views and engagement.
It is still possible to upload square and horizontal photos, but when choosing the framing you have to consider the new format of the feeds: the main subject and text, previously concentrated within a square format, must now adapt to a vertical rectangular format. For a quality post, the minimum recommended size is 1080x1440px.
Media Carousel
The carousel is a powerful strategy to increase time spent on the post and engagement. It can hold up to 10 images or videos, with 1:1 or 4:5 aspect ratios. With the change in the layout of the feeds, it is advisable to use vertical content of 1080x1350px to have greater visibility, trying to leave the important elements within a frame that is about 35px from the right and left sides that are occupied by scrolling elements.
For maximum results, use an eye-catching cover and the sequence to tell a story or provide detailed information. Breaking down the content into progressive steps helps to keep the attention high.
Instagram Reels
Reels are at the heart of engagement on Instagram. These are short videos that must be able to catch the user from the first seconds, in order to give a signal of relevance to the algorithm that eases their ranking.
The standard format is 1080×1920 px, with a maximum duration of 3 minutes. The video must have a minimum resolution of 720 px and a frame rate of at least 30 FPS.
My advice is to try to capture attention in the first 5 seconds. Use trending music, animated lyrics, and smooth transitions to increase retention. Consider using subtitles to make videos accessible even to those watching without sound.
Instagram Stories
Stories keep being one of the most effective tools for generating engagement on Instagram. The recommended aspect ratio is 1080×1920 px (9:16). You can collect this content in lists called “Featured Stories” that have been moved between posts in the profile feed in recent months,
To maximize the effectiveness of Stories, use readable text, interactive stickers, and clear CTAs to move the user to action. Use the vertical format to tell a dynamic story in multiple segments, using a combination of short videos and static images. Keep in mind that Stories with interactive elements, such as polls or questions, tend to generate more engagement.
Best practices for creators and brands
Instagram’s new formats force creators and social media managers to rethink communication strategies and adapt, but at the same time they present new opportunities.
Mobile-first approach becomes fundamental, both in formats and in the type of content. Today, a piece of content must stand out among many others in the main feed and in an instant it must be able to capture attention and generate an action (viewing a video, liking, commenting, sharing). In this way, the algorithm perceives its relevance and proposes it more frequently to other users. In addition, as is already the case on TikTok, the video becomes the main format. Short, simple and engaging content from the first seconds is the secret of success on Instagram.
Among all these changes, there is one constant that has characterized Instagram since 2010 and all other channels: content must be quality and relevant. Today we change something in the way the message is distributed, but the old strategies for indexing a photo on Instagram and the content guidelines remain valid.
