Instagram Launches Dedicated iPad App with Reels-Centric Design to Compete with TikTok
Meta's strategic move aims to enhance user engagement on tablets and strengthen its position in the short-form video market.
Meta has officially launched a dedicated Instagram app for iPad, ending a 15-year wait for iPad users. The new app, available globally for free on the App Store, is optimized for iPadOS 15.1 and later versions, offering a tailored experience for tablet users.
The iPad app places Instagram's short-form video feature, Reels, at the center of its redesigned interface. Upon opening the app, users are greeted with a Reels feed, providing a "lean-back entertainment" experience. Stories are pinned at the top, and users have one-tap access to messaging, streamlining navigation and enhancing user engagement.
The interface introduces a "Following" tab with multiple viewing options, including recommended posts, content from mutual followers, and chronological feeds. Users can reorder these options to prioritize preferred content. The app also supports multitasking layouts, allowing messages and notifications to be viewed side by side, and comments can expand without interrupting video playback, optimizing the user experience on larger screens.
This launch signifies Meta's strategy to enhance user engagement through Reels, which now accounts for over 20% of user time on Instagram. The iPad app's design aims to compete with TikTok by providing a more immersive and user-friendly experience on tablet devices. The introduction of the iPad app is part of Meta's broader efforts to expand Reels' reach and functionality, including features like multi-audio tracks and AI-powered content discovery.
An optimized version for Android tablets is currently in development, with plans for release in the near future. This expansion reflects Meta's commitment to providing a seamless and engaging experience for users across different platforms.