Instagram has officially launched a dedicated iPad application, aiming to enhance the user experience and strengthen its position in the competitive short-form video market dominated by TikTok. The new app, released on Wednesday, places Reels — Instagram’s popular short-form video feature — at the center of its redesigned interface.
The move addresses long-standing complaints from iPad users, who previously had to rely on a scaled-up version of the iPhone app, which often delivered blurry visuals and lacked key functionality. By providing a native iPad experience, Instagram is offering a more immersive and visually optimized platform for tablet users.
Reels: The Core of the New iPad Experience
Reels, which now accounts for over 20 percent of users’ time on Instagram, is a cornerstone of Meta’s strategy to increase engagement across its platforms. The new iPad app opens directly to a Reels feed, designed for “lean-back entertainment,” with Stories pinned at the top and one-tap access to messaging, ensuring users can enjoy videos while staying connected with friends.
Enhanced Features and Interface for iPad Users
The app introduces several new features and layout improvements to maximize user engagement:
Following Tab with Customizable Feeds: Users can switch between recommended posts, content from mutual followers, and chronological feeds, while reordering these options based on their preferences.
Multitasking Layouts: The app supports split views that display messages and notifications alongside the main feed, enabling seamless multitasking.
Expanded Comments: Comments can now expand without interrupting video playback, improving the interactive experience.
The app is available globally on devices running iPadOS 15.1 and later and can be downloaded for free from Apple’s App Store. Instagram has confirmed that an optimized version for Android tablets will be released soon, expanding accessibility for tablet users across platforms.
Meta’s Strategy Against TikTok
By placing Reels at the forefront of the iPad interface, Meta is doubling down on short-form video content to compete directly with TikTok. Instagram’s strategy leverages its existing user base and introduces new viewing options to retain and grow engagement among tablet users, who increasingly consume video content on larger screens.
The launch of a dedicated iPad app signals Instagram’s commitment to platform-specific optimization, catering to the unique strengths of different devices while maintaining a competitive edge in the digital entertainment space.
Conclusion
Instagram’s iPad app is more than a redesign — it represents Meta’s broader strategy to dominate the short-form video market. With Reels taking center stage, customizable feeds, and multitasking layouts, the app promises a smoother, more engaging experience for tablet users, while intensifying competition with TikTok for viewer attention.
Shafana Fazal
