In the digital marketing ecosystem, changes never come with a press release; they just appear. They slip in quietly, and before we know it, they are already transforming the way we create, distribute, and consume content. That is exactly what is happening with the new panoramic format that some companies and users have started to see on Instagram in recent weeks. These are very wide videos (1520×1080 px), almost in banner mode, and they take up the same space as vertical content when placed in the feed.
However, there has been no official announcement about this update, nor has there been an updated guide. There is no explanation. But the format is there. And when Instagram introduces something quietly, it is rarely by chance.
A pattern break that stops the scroll
Instagram has spent years refining an aesthetic based on verticality, fast pace, and immediate retention. That’s why coming across a panoramic video is surprising. And that surprise does not go unnoticed. In marketing, we could say that this is a pattern break. When something does not fit with what we expect, our brain pauses, even if only for a second.
In an attention economy where we compete for milliseconds, that second is gold. This new format does exactly that: it breaks the inertia of scrolling. For Instagram, that’s already a win.
More space, more narrative, more visual ambition
The widescreen format offers something that the vertical format cannot, namely context. It allows you to show broader scenes, incorporate more characters without the composition looking forced, play with more lively camera movements, and elevate that content to a more cinematic feel.
In an environment saturated with fast-paced, impulsive, and often visually flat content, this proposal opens the door to more carefully crafted, slower-paced stories that are richer in detail. Brands gain a broader canvas to convey quality. Creators can build more intentional shots. And users receive a visual experience that breaks with the monotony of the feed.
A ploy that reeks of publicity
Let’s not forget one essential point: Instagram is part of Meta, which means it’s all about business. And when a new format appears, the process is usually the same. First, users adopt it, then brands, and if it shows potential, it becomes an advertising space.
The panoramic format is perfectly suited to premium campaigns, trailer-style pieces, more cinematic executions, and creatives designed to generate visual impact. It would not be surprising if Instagram is gauging audience response before opening the door to new paid placements.
An adaptation to the natural evolution of content
There is another interesting angle. Professional creators have been working with wider ratios for some time, especially those who produce with cameras and setups that seek a cinematic aesthetic. 9:16 no longer fits everything.
Instagram could be doing something as simple as strategic: adapting to the natural evolution of content rather than forcing creators to adapt to the platform. Fewer cuts, less visual sacrifice, and quality that can finally remain intact within the feed.
What does this mean for brands and creators?
For brands, this format can become an early competitive advantage. It is an opportunity to stand out in a saturated environment, to build more elaborate narratives and to raise the perception of quality. For creators, it represents a new field of experimentation that allows them to explore a more ambitious visual register. And for users, it introduces an aesthetic variation that breathes new life into scrolling. Sometimes, that’s all it takes for a format to work.
Conclusion: it is not just a test, it is a sign
In the absence of official confirmation, we do not know whether this format is here to stay or whether Instagram is gathering data before making a decision. But there is one thing we do know: Instagram does not make moves without intention. Formats are not decorative; they shape behaviour. And behaviour is the most valuable currency within the platform.
This move fits into a broader trend towards more immersive, expansive and cinematic content. The question is not whether Instagram will continue to evolve its formats. The question is whether brands and creators will be able to adapt as quickly as the platform rewrites the rules of the game.
