Only 4,2% deemed a perfect grid absolutely necessary. As you can see on the graph, a fair share of 65,5% answered that the grid doesn’t affect their decision to follow a profile at all. The picture below was shown to survey participants and they were asked about the importance of a perfect grid and whether it was a deciding factor in following a brand or an influencer. Now we are getting to the part we are all here for – the grid. Well, you can relax – 76.6% of respondents say they continue to follow. What will be very important to brand owners is whether customers continue to follow the brand after they buy their product or use their service. 28% that doesn’t follow a brand on Instagram might not even be aware that the posts they like are actually sponsored by a brand or an influencer. Reasons behind it are mostly inspirational, motivational and creative input they get from such profiles, alongside useful product information and education in the area they are interested in. It’s no surprise that most of my survey participants (72% or 362 people) are following a brand or an influencer on Instagram.

Instagram big picture grid