Overview

• Instagram has introduced a new rectangular grid layout on profile pages, replacing the long-standing square grid format.
• The update, rolling out this weekend, is designed to better display vertical photos and videos, which dominate uploads on the platform.
• Head of Instagram Adam Mosseri acknowledged the change as a 'transitional pain' but argued it reduces the need for aggressive cropping of vertical content.
• The move has sparked negative reactions from users, particularly creators and designers, who spent years curating square-format profiles.
• Critics suggest the change aligns Instagram more closely with TikTok's vertical content style, fueling speculation about its competitive strategy.