Aesthetic feeds are out. Now what?

Let’s just get this out of the way: the perfect, ultra-aesthetic Instagram grid? Not really the goal anymore. Back in 2019, you had to have the checkerboard layout, the branded quote squares, the warm beige preset, and a perfectly spaced-out feed. Now? That kind of polish can actually make you feel... a little unapproachable.

That doesn’t mean your grid should look like total chaos, especially if you’re running a high-end or design-forward brand. But the old “every tile must match the brand palette” rule? You can let that one go. The way we use Instagram has changed. People care more about connection than curation. They want to feel something, not just admire your color story.

So where does that leave you, especially if your brand is a little fancier? It’s all about balance. Think of your grid like a living moodboard instead of a static brochure. You can still have strong visuals, but let go of the pressure for perfection. A high-quality photo can sit next to a funny behind-the-scenes Reel. A user-generated testimonial can follow a founder selfie. It’s okay to mix polish with personality.

Here’s what I recommend: instead of obsessing over how your grid looks as a whole, focus on how each individual post delivers value. Does it entertain? Educate? Make someone feel seen? Then it belongs on the grid. You can still maintain a cohesive feel by using consistent fonts, colors, and photography style but don’t let those rules stop you from being agile and responsive.

Especially now, when short-form video is dominating, people care way less about the static grid and way more about what shows up in their feed in real time. The best-performing content doesn’t look like an ad. It looks like someone real, talking to you through their front-facing camera, with a quick joke or tip or moment that makes you pause. It’s vibe over veneer these days.

No, your grid doesn’t need to look “perfect” anymore. But it should feel intentional. You want to show that you care, without looking like you’re trying too hard. Let people into your world. Show the behind-the-scenes. Use your grid to build trust, not just aesthetics. You can be fancy and fun. It’s allowed.

We’re coming up on the one-year anniversary of this newsletter (!!), and I’ve been feeling the need to pause and reassess a bit. A lot has changed since I started it; my business has grown (I have two employees now!), and life feels a little more full in every direction.

To be honest, I’m a little burnt out. Not in a dramatic way, more in a “hmm, something needs to shift” kind of way. I want this newsletter to still feel fun and useful for you and sustainable for me. And I’m not totally sure what that looks like just yet.

So, for now, through July, I’ll still be sending the top half of the newsletter to everyone each week, but I’m hitting pause on the paid section. That part takes the most time and brainpower to produce, and I want a little breathing room to figure out what’s next.

Thanks for being here and reading along. Truly! It means a lot to me.

xo,
Alison