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100% seeing this. The grid aesthetic made sense when Instagram was a portfolio tool, but the algorithm now rewards watch time and saves over visual consistency. Raw, “in-the-moment” content signals authenticity — and authenticity is what stops the scroll in 2026. The brands still obsessing over perfect grids are optimising for an audience behaviour that no longer exists. That said, I think there’s a middle ground: consistent colour grading or a recognisable text style can give you brand cohesion without requiring a professional shoot for every post.
