For years, brands obsessed over the perfect Instagram grid.
Every post had to match the colour palette. Every image needed the same filter. Marketing teams spent hours planning how their profile would look before publishing a single post.
At the time, it made sense. Instagram was built around aesthetics, and a polished feed signalled a polished brand.
Today, that’s no longer the case.
After years of managing social media and plenty of trial and error, I’ve reached one conclusion: the brands getting the best results often have the messiest grids.
Their profiles aren’t perfectly curated. Their colours don’t always align. Yet they’re the ones consistently generating the most reach, engage
