Instagram Launches iPad App Featuring Reels to Compete with TikTok

Instagram has officially launched a dedicated application for the iPad, focusing on its short-form video feature, Reels, in a strategic move to enhance its competitive edge against TikTok. The new app was introduced on Wednesday, October 4, 2023, and is designed to address previous user complaints regarding Instagram’s iPad experience, which had relied on a scaled-up version of the iPhone app that often resulted in blurry visuals and a lack of features.

The redesigned interface of the iPad app opens directly to a Reels feed, aligning with Instagram’s vision of providing what it describes as “lean-back entertainment.” Users can find Stories pinned at the top of the interface and have one-tap access to messaging features. According to data shared by Meta, Reels now accounts for over 20 percent of the time users spend on Instagram, highlighting its importance in the platform’s strategy to enhance user engagement amid the growing popularity of short-form video content.

The new app is available globally for devices operating on iPadOS 15.1 and later. It includes a Following tab that offers multiple viewing options, such as recommended posts, content from mutual followers, and chronological feeds. Users can personalize their feed by reordering these options to prioritize their preferred content.

In addition to these features, the interface allows for multitasking layouts, enabling users to view messages and notifications side by side without disrupting their video playback. Users can also expand comments without leaving the video, enhancing the overall viewing experience. The app is available for free on the Apple App Store, with Instagram indicating that an optimized version for Android tablets will be released in the near future.

This launch comes as part of Meta’s broader strategy to strengthen its position in the competitive landscape of short-form video content, where platforms like TikTok have gained significant traction. By placing Reels at the forefront of the new iPad app, Instagram aims to attract more users and encourage longer engagement times on its platform.

Reporting by Kritika Lamba in Bengaluru; Editing by Tasim Zahid.