The Changing Art Of The Instadump

Instagram carousels have long been known for their spontaneous, swipeable collections of photos—a mix of blurry shots, unflattering angles, meme screenshots, and 'before-the-first-bite' food pics with friends, all designed to evoke a sense of casual, off-the-cuff posting. Captions like “life lately” from Jennifer Lopez or “just some vibes” add to the dispassionate, too-cool-to-care aesthetic that draws in millions. In the age of glossy filters and picture-perfect feeds, the "dump" is seen as a rebellion—a return to authenticity (even if it’s an orchestrated authenticity).

While Instagram has always embraced the 'humblebrag' (e.g., the 'Plandid' in 2017), carousels evolved to expand storytelling beyond the single post. In late summer, Instagram quietly doubled the carousel photo limit from 10 to 20. So, if it feels like you’re swiping more than usual on IG grid posts, it’s because creators, culture, and brands are leaning into the creative potential of the new format.

Netflix recently used the 20-photo feature to drop 19 blank photos with a special treat at the end: a shirtless shot of Collin Bridgerton —a move that perfectly trolls how younger audiences showcase their lives on Instagram. The trending 20-slide carousel tactic is an opportunity to age down a campaign for younger audiences by mimicking the visual language and spirit of an instadump: curated chaos with a fun payoff.