For a long time, I tried to curate an aesthetic feed. You know the type—perfectly aligned photos, muted tones, consistent filters, and an overall sense of harmony that makes scrolling through your grid feel like flipping through a carefully curated magazine. It was exhilarating at first, but over time, I started to feel trapped. I realized I wasn’t just limiting my feed—I was limiting myself. And when I stepped back to reflect, I also had to ask: Is this even right for me, or for my business?
The Appeal of the Aesthetic Feed
Aesthetic feeds are undeniably attractive. Whether you’re scrolling for inspiration or trying to establish a polished brand presence, an aesthetic feed can feel like a clear signal: “I know what I’m doing.” For businesses, this can be a powerful tool, creating a strong first impression and helping build credibility. For personal accounts, it offers a sense of structure and professionalism.
But while this approach works wonders for some brands, creatives, and influencers, it’s not always the right fit for everyone—or every business.
When the Aesthetic Approach Falls Short
The problem with a strict aesthetic feed is that it can start to dictate what you feel allowed to post. Instead of showcasing your full range of interests or personality, you focus solely on what fits the theme.
For personal pages, this often means leaving out the quirky or meaningful parts of your life that might not align with your chosen aesthetic. For businesses, it can mean stifling creativity and spontaneity in an attempt to keep things on-brand.
For example:
• A service-based business might feel pressured to post polished graphics, leaving behind real, candid testimonials or behind-the-scenes moments that humanize the brand.
• A creator might feel restricted from posting a new type of content they’re experimenting with because it doesn’t match their past work.
The Messy, Cohesive Feed: A Flexible Alternative
This is where the concept of a “messy, cohesive feed” comes in. It’s not about chaos, but about finding balance—letting go of the pressure to make every single post fit an aesthetic mold while still maintaining a sense of cohesion that feels authentic.
For personal accounts, this could mean letting your grid reflect all aspects of your life, not just the curated, visually pleasing ones. For businesses, it’s about aligning your content with your mission and personality, rather than just a strict visual theme.
For example:
• A business might post high-quality product shots alongside raw, behind-the-scenes footage to show authenticity and depth.
• A personal account might share a mix of artsy photos, candid moments, and random things that bring joy, all tied together by the person’s unique voice and personality.
What’s Right for Your Business or Brand?
When deciding between an aesthetic feed and a more flexible, cohesive approach, consider what’s right for your goals:
1. Your Audience: What does your audience value most? A polished look might be important for industries like fashion or design, but if your audience craves authenticity and connection, a messy feed might serve you better.
2. Your Content: Does your content naturally fit into a cohesive aesthetic? If not, don’t force it. Lean into variety and let the quality or storytelling tie things together.
3. Your Brand Identity: If your brand thrives on creativity and experimentation, a messy feed can reflect that energy. If your brand relies on professionalism and consistency, a more aesthetic feed might be the better choice.
4. Your Comfort: What feels sustainable? If maintaining a strict aesthetic feels limiting or stressful, it’s likely not the right approach for you in the long run.
Why I Made the Switch
For me, shifting from an aesthetic feed to a more cohesive but flexible one was freeing. It allowed me to post content that felt authentic, without worrying about whether it “fit” visually. My page became a reflection of me—messy, creative, and imperfect—but it still felt cohesive because it told my story.
For businesses, this shift can be just as liberating. It allows you to connect with your audience in more meaningful ways, showing the full picture of who you are and what you stand for.
The Takeaway
In the end, there’s no one-size-fits-all approach to social media. The key is figuring out what works best for you—whether you’re building a personal brand or running a business. Aesthetic feeds are great if they align with your goals, but if they feel restrictive, there’s power in embracing a more flexible, messy, and cohesive feed.
Remember: your content doesn’t have to be perfect to make an impact. It just has to feel real.
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