We present a nonlinear description of the Rosensweig instability in isotropic magnetic gels based on the energy minimizing method used by Gailitis to describe the Rosensweig instability in typical ferrofluids. We extend his discussion to media with elastic degrees of freedom, assuming the shear modulus as a perturbation to the pure fluid case. We study the relative stability of the regular planforms of stripes, squares and hexagons as a function of the elastic shear modulus.