Instagram’s New iPad App: A Game Changer for Reels (And Your Marketing)

Sep 4

a woman sitting cross-legged on the floor with her ipad on her lap. She is wearing cozy clothes and there is a cup of coffee beside her

Instagram has finally launched a long-awaited iPad app—designed specifically for the larger screen and built around Reels. This update is more than just an aesthetic improvement—it signals a shift in how people will engage with Instagram.

Here’s what this means for your marketing strategy—and how to adapt.

iPad Usage by the Numbers

Tablet usage accounts for about 1.55% of global internet usage as of August 2025. While small in comparison to mobile or desktop, it reflects ongoing engagement with these devices.
Apple consistently leads the tablet market, holding 30–40% of global tablet unit share from 2019 to 2025, with iPads shaping how tablets are used.
In Q1 2025 alone, Apple shipped approximately 13.7 million iPads, showing strong demand and continued relevance.

Why the iPad App Matters

Longer, more immersive sessions: People tend to use iPads for extended stretches—not quick scrolls—making it a perfect environment for video content.
Reels-first experience: The app opens directly to Reels, reinforcing Instagram’s shift toward short-form video as the core content vehicle.
Enhanced layout for creativity: The spacious screen allows for side-by-side commenting, making consumption more seamless and engaging.

What You Should Do Now

1. Double Down on Reels

Make your content Reels-native with strong hooks, quick pacing, and visual interest. These nuances benefit from the iPad’s immersive view.

2. Create Longer, Story-Based Reels

Use the extra attention span iPad users have—share multi-part narratives, tutorials, or behind-the-scenes footage that hold interest longer.

3. Upgrade Your Production Quality

Users on tablets appreciate higher-resolution visuals. Polish your content with smarter edits, clearer text overlays, and cleaner audio.

4. Tailor Captions for Searchability

With more screen space and an SEO-friendly algorithm, your captions should be keyword-rich and intentional.

5. Rethink Timing

iPad users often engage in more relaxed browsing—think evenings or weekends. Tune your posting schedule to match this usage shift.

Final Take

The new Instagram iPad app confirms that short-form video, especially Reels, is your ticket to visibility and engagement. Think of it as a chance to elevate your content into a more cinematic, engaging experience.

Want help adapting your content strategy—Reels-first, iPad-ready, and algorithm-smart? Just reach out—I’ve got your back.

Rebecca Nixon