Curating an “Unfiltered” But Cohesive Instagram Grid in 2024

Instagram has evolved into a platform where a single Reel or a series of engaging posts can serve as your brand's landing page. It's the place where people form their first impressions of you. And, in 2024, there's a noticeable shift towards embracing a more organic, unfiltered, and relatable approach to content. It's about capturing the real moments that define your brand.

In a time where authenticity and spontaneity rule the content world, it's no secret that we are collectively drawn to the raw, unfiltered, and relatable side of social media. However, amidst this shift, it’s important to remember your Instagram grid is more than just a collection of pretty pictures—it's your brand's digital diary, an introduction to who we are as a company, and a warm handshake to those who curiously explore our profiles.

Let’s uncover the art of maintaining a delicate balance between the unfiltered authenticity we love in your content and the branded aesthetic that ensures people instantly recognize your unique style.

How To Create an Organic, Cohesive-Feeling Grid

So, how do you strike that perfect balance between the unfiltered, authentic feel and a branded look that conveys "This is us!"? Here are some practical tips to guide you:

- Tell a compelling story through visuals: Use your Instagram posts to weave a consistent and captivating story. Your grid should unfold like any story would, with each post adding a new detail. Scrolling through Hailey Bieber’s Rhode Skincare account feels like looking through personal mood boards. The colour stories change over time, but you will always see Rhode’s well-loved products throughout the visuals for consistency.

- Focus on colour and consistency: Stick to a carefully chosen colour palette, filters, and visual themes that align with your brand's identity. Consistency in your visual language helps your audience instantly recognize your content. Don’t be afraid to draw outside the lines, though: you can stay true to your brand and its look while still getting creative. The Skinny Confidential’s iconic pink has been a staple of their brand since launch and has continued through her product line. Even though they share very aesthetic, that girl photos on the account, you’ll never go more than a few posts without spotting the pink.

- Diversify your graphic templates: Create a diverse library of graphic templates for your posts. This provides the flexibility to maintain branding while offering visual variety. Your audience will come to recognize your brand while enjoying a fresh look with each post. Quickies is a great example of this new approach to graphics on a feed. Gone are the days of the same template every other post. The press-on nail company makes many different types of posts from “as seen on” to testimonials, but they all share a version of the purple in Quickies logo to make the organic grid feel aligned and cohesive.

- Leverage user-generated content (UGC) or creators: Encourage your followers to contribute content related to your brand, like Dynamite and Aerie. UGC not only adds authenticity and new faces to your grid but also fosters a sense of community. If you want to take it a step further, think about choosing creators with similar communities to yours for collaborated posts.

- Show behind the scenes: Allow your audience to glimpse behind the curtain (especially in your Reels). Share snippets of your daily operations, introduce your team and showcase your processes. This humanizes your brand, injects some personality into your feed, and builds trust. Midday Squares uses this technique to help their audience become a part of their story – but they keep Reel covers consistent with their font and colours so it still feels cohesive from a grid perspective.

In the ever-evolving landscape of Instagram in 2024, your Instagram feed is how people get to know you as a brand. While the trend leans towards the organic and unfiltered, it's equally essential to let your branded aesthetic shine through. By weaving a compelling visual story, maintaining a consistent style, and offering a variety of templates, you can create an IG grid that captivates your audience, leaving a lasting impression.

Remember, authenticity and brand identity can coexist. It's time to let your brand's unique personality shine through on Instagram, ensuring that every visitor leaves with a clear understanding of who you are.