How to Do a Then and Now on Instagram

A then and now post is one of the most powerful and consistently engaging content formats you can create on Instagram. It taps directly into a universal love for transformation, nostalgia, and storytelling. This guide will show you exactly how to find the right photos, create eye-catching visuals for your feed, carousels, or Reels, and write captions that connect with your audience on a human level.

What Makes a "Then and Now" Post So Powerful?

Before getting into the how, it's a good idea to understand why these posts work so well. At their core, they are a simple comparison showing change over time, but the psychology behind them is what makes them resonate. They tell a story of progress, growth, and endurance without needing a lot of words.

For your audience, they create an immediate connection:

• Nostalgia: Throwback photos remind people of a different time, triggering personal memories and emotions. This shared feeling of looking back creates a powerful bond.
• Authenticity: Showing where you started is a raw, vulnerable move. It proves you weren't an overnight success and highlights the hard work that happened behind the scenes. People trust and relate to brands and creators who aren't afraid to show their journey, bumps and all.
• Inspiration: A great transformation motivates people. Whether it's a fitness journey, a business scaling from a garage to an office, or an artist honing their craft, these stories show what's possible with time and dedication.
• Curiosity: The format itself makes people pause their scroll. The human brain is wired to spot differences and make comparisons, so showing two contrasting images stops people in their tracks and makes them want to know the story behind the change.

How to Choose the Perfect Photos for Your Post

The success of your then and now post depends almost entirely on the images you choose. A strong visual contrast is what grabs attention, so finding the right pair is your most important first step.

Brainstorming Your Transformation Story

Think about the story you want to tell. It doesn't always have to be a dramatic, 10-year glow-up. Even small changes can be meaningful. Here are some ideas to get you started:

• Personal Growth: Anniversaries, graduation photos, first day at a job vs. today, throwback photos of a younger you.
• Business Milestones: Your first logo vs. your current one, the first sketchy product prototype vs. the polished final version, your "office" in a garage vs. your new workspace.
• Skill Development: For artists, designers, or craftspeople, show your first attempt at a project vs. your most recent masterpiece. This is amazing for showcasing expertise.
• Team Growth: A photo of the founding members vs. a current all-hands meeting photo.
• Renovations or Makeovers: Interior designers, home DIY-ers, or even someone who renovated their van can create compelling before-and-after content.

Pro Tips for Photo Selection

Once you have an idea, it's time to dig through the archives. As you look for your "then" photo, keep the "now" photo in mind.

• Recreate the Pose: The most effective then and now posts try to match the original pose, angle, location, and even the outfit as closely as possible. This makes the changes over time stand out more dramatically. If you're recreating a photo from 15 years ago, try wearing a similar color or style of clothing.
• Find High-Contrast Changes: Look for photos where the difference is undeniable. A grainy, low-quality photo from 2009 next to a crisp, high-resolution shot from today automatically highlights the passage of time and technological advancements.
• Don't Be Afraid of "Bad" Photos: Sometimes, the less polished the "then" photo is, the better. It makes the transformation feel more genuine and relatable. The slightly awkward haircut, the outdated fashion - it's all part of the story.

Step-by-Step: How to Make Your Then and Now Post

You've got your photos and your story. Now it's time to put it all together. There are three main ways to execute a then and now post on Instagram, each with its own advantages.

Method 1: The Single Image Collage

This is the classic, straightforward approach where both photos are combined into a single image. It's perfect for a quick post where the visual contrast tells the whole story at a glance.

1. Use a Layout App: You'll need a simple photo editing or collage app. Instagram's own retired "Layout" app was great for this, but many free options like Canva, Adobe Express, or InShot work perfectly.
2. Choose Your Format: In your chosen app, select a simple two-image grid. A side-by-side or top-and-bottom layout works best. Avoid cluttered layouts with more than two images unless you're showing a multi-step transformation.
3. Add Your Photos: Import your "then" and "now" photos and place them in the grid. Make sure the alignment looks good. Using a square (1:1) or vertical (4:5) canvas works best for the Instagram feed.
4. Add Text (Optional): Many apps allow you to add "Then" and "Now" labels directly onto the image, or the years ("2014" and "2024"). This adds clarity and makes the concept instantly understandable.
5. Save and Upload: Save the final image to your camera roll and upload it to Instagram as a standard feed post.

Method 2: The Carousel (Swipe to Reveal)

The carousel format is fantastic for building anticipation and telling a slightly more detailed story. The user sees the "then" image first and has to actively swipe to see the "now." This small interaction makes them more invested in the reveal.

1. Start a New Post: In Instagram, tap the "+" icon to create a new post.
2. Select Multiple Images: Tap the "Select Multiple" icon (it looks like a stack of squares) above your camera roll.
3. Order Your Photos: This is the most important part. Tap your "then" photo first, so it has a "1" on it. Then, tap your "now" photo so it has a "2" on it. The order you select them in is the order they will appear.
4. Write Your Caption: Let people know there's more to see! Start your caption with something like, "Swipe to see the difference..." or "How it started vs. how it's going." This prompts the user to engage with the carousel.
5. Publish Your Post: Add your location, tags, and hashtags, then hit share.

Method 3: The Instagram Reel Transformation Video

If you really want to maximize your reach and engagement, a Reel is the way to go. The video format allows you to use trending audio to create a satisfying and dramatic reveal that the Instagram algorithm often favors.

1. Find a Transition Audio: Search for trending sounds in the Reels audio library that have a clear moment for a transition - like a beat drop, a distinct lyrical cue, or a buildup. Search for terms like "transition" or "glow up" to find popular options.
2. Open the Reels Editor: Start creating a new Reel and select your chosen audio.
3. Add Your "Then" Photo: Upload your "then" photo or video clip. Use the timeline editor to trim the clip so it ends exactly where the audio's transition point hits. This might take a couple of tries to get right.
4. Add Your "Now" Photo: Next, add your "now" photo or video clip. Position its start time to align perfectly with the first clip's end. The goal is a seamless switch right on the beat.
5. Add Text Overlays: Add text like "2014" on the first clip and "2024" on the second to provide context. You can also time these text boxes to appear and disappear using the editor timeline.
6. Polish and Publish: Review your Reel to make sure the transition looks clean. Write a compelling caption, choose a dynamic cover image from the video (or upload a custom one), and share it to your feed.

How to Write a Caption That Makes People Care

The pictures grab the attention, but the caption is where you build the connection. A great then and now caption goes beyond just stating the obvious. It tells the story behind the growth.

Start with a Strong Hook

Open with a line that makes someone want to read more. Ask a question or share a thought-provoking statement to draw them in.

• "10 years, two different offices, one same dream."
• "I almost didn't post this. The 'before' is a little embarrassing, but it's part of the story..."
• "What a difference a few thousand hours of practice makes."

Share the Story

This is your chance to be insightful, humble, or humorous. Don't just say, "This was me then, this is me now." Give a little context. What did you learn between the two photos? What obstacles did you overcome? What memory does the "then" photo bring up?

Example: "This first photo was taken in my parent's basement in 2018, surrounded by half-finished prototypes and an outrageous amount of coffee. I had no idea what I was doing, just a feeling that this could work. The second photo was from our team meeting last week. The coffee is better, but that feeling is still here. Grateful for every step of the journey."

End with a Question or Call-to-Action

Encourage comments by asking your audience to engage. Make them part of the conversation.

• "What's one thing you're proud of accomplishing in the last 5 years?"
• "Share a 'then and now' story of your own in the comments!"
• "Who else remembers [something relevant from the old photo's era]?"

Use Relevant Hashtags

Help your post reach a wider audience by including a mix of general and niche-specific hashtags.
Good options include: #ThenAndNow #Transformation #GlowUp #TBT #ThrowbackThursday #BeforeAndAfter #HowItStarted #HowItsGoing #[YourIndustry]Journey

Final Thoughts

Creating a "then and now" post is more than just a content trend, it's a powerful way to document your journey and connect with your audience on a truly authentic level. Whether you use a simple photo collage, an interactive carousel, or a dynamic Reel, the key is to tell a story of growth that resonates with your followers.

Executing a consistent content strategy involves planning these milestone posts alongside your everyday content. At Postbase, we believe in making this process as simple as possible. Our visual calendar lets you map out your entire content schedule, so you can plan those "then and now" posts for key anniversaries or flashbacks well in advance, ensuring your brand's story is told thoughtfully and without the last-minute scramble.