In its cat-and-mouse chase after TikTok, Instagram has announced that it is currently testing a new size for photos, 9:16, that will allow users to post “ultra-tall” images on their feeds. 

For CEO Adam Mosseri, Instagram’s new (very) vertically oriented grid is just all about fair play:

‘You can have tall videos, but you cannot have tall photos on Instagram, so we thought maybe we should make sure that we treat both equally.’

This update comes in the aftermath of last week’s Mosseri x Kardashian-Jenner beef, which kickstarted the “#MakeInstagramInstagramAgain” movement railing against Instagram’s pivot towards TikTok-y videos. 

And when the sisters talk, Meta’s gotta listen! Mosseri rushed to tweet his mea culpa in less than 24 hours, because who can’t remember the financial bleeding Kylie had put Snapchat through in 2018? 

Instagram did back out from its full-screen redesign flop. But it’s all temporary, and this TikTok-ification march is nowhere near over.

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