Instagram iPad App: What It Means for Your Social Media
The new Instagram iPad app finally gives users a native experience, with Reels set as the default view and new feed options for All, Friends, and Latest. For marketers, this signals a stronger shift towards video-first strategies, higher-quality content for larger screens, and smarter posting times. Brands that adapt early will gain an edge, and Netzoll can help you shape a social media strategy that makes the most of these changes.
Why Instagram Launched an iPad App
After more than 15 years of requests, Instagram finally launched its own iPad app in September 2025. For everyday users, it means a smoother experience and better use of the larger screen. But for businesses and marketers, the Instagram iPad app is more than just overdue convenience. It’s a sign of where Instagram is heading, and how you need to shape your social media strategy.
Until now, iPad users had to put up with the stretched iPhone version. It was clunky and never felt designed for how people actually use tablets. Instagram resisted the change because tablets only account for a small slice of global web traffic, just under two percent compared to nearly 60 percent on mobile.
So why launch the Instagram for iPad app now? Because Instagram has changed its priorities. iPads may not be the most common devices, but when people do use them, they sit back, watch more video, and spend more time on entertainment. The new app is designed for that kind of engagement.
What’s Different About the Instagram iPad App
The iPad app isn’t just a bigger version of the mobile app. It’s been shaped around how people use tablets. When you open it, you land straight in Reels. Stories are pinned at the top. A Following tab lets you switch between All, Friends, and Latest. And the new layout makes use of the space, messages and notifications can sit side by side, and you can watch Reels while scrolling through comments.
The message is clear. The Instagram iPad app is built for video, discovery, and longer scrolling sessions.
Why Reels Come First
The decision to open the Instagram iPad app on Reels is deliberate. Short-form video is the most consumed type of content across all social platforms. TikTok drove the trend, and Instagram is determined not to fall behind.
On an iPad, the impact is stronger. Unlike a phone, which you might glance at for a minute, an iPad is used in a more relaxed, “lean-back” way. You’re more likely to watch content for longer. For businesses, this means your Instagram Reels on iPad need to do more than just grab attention quickly. They should be engaging enough to hold focus on a bigger screen.
How Much Do People Really Use Social Media on Tablets?
It’s true that tablets only account for around 1.8% of global web traffic. Mobile dominates, with nearly 60% of traffic, and desktops still hold close to 40%.
But that 1.8% is a very specific, very valuable type of usage. More than half of iPad owners use them mainly for entertainment, and about 40% use them for social networking. In other words, when people are on an iPad, they’re in the mood to watch, scroll, and engage.
Add to that the fact that the average person already spends over 2 hours a day on social media (with Gen Z closer to 4 hours), and the potential becomes clear. Even if the overall share of tablet use is small, the quality of attention on iPads is likely higher.
For marketers, that means iPad usage shouldn’t be ignored, especially for campaigns focused on immersive content.
Feed Changes You Should Pay Attention To
The new Following tab is another change worth noting. Users can filter between All, Friends, and Latest. This shift matters for brands because it changes how posts are seen.
If someone sticks to Friends, business accounts could lose visibility. If they prefer Latest, the timing of your posts becomes critical because it shows content in order. And if they stay on All, you’ll be competing with recommended content and creators.
The takeaway is simple: don’t rely on one strategy. Keep posting consistently, learn when your audience is most active, and create content that sparks engagement so you’re visible across all feed options.
Best Practices for Instagram for iPad Marketing
If you want to make the most of the Instagram iPad app, here are some practical ways to adapt your approach:
Focus on Reels as Your Core Format
Reels are no longer optional. Make them central to your Instagram for iPad marketing strategy. Experiment with styles that tell stories, show personality, and build trust over time.
Invest in Quality Visuals
On an iPad, poor visuals stand out. Blurry graphics, shaky filming, or low audio quality will switch people off fast. Make sure your Instagram Reels on iPad look and sound professional.
Tailor Content for Lean-Back Viewing
Tablet users are in a different mindset. They’re more relaxed and more open to longer, more thoughtful content. Try tutorials, mini-series, or behind-the-scenes clips that reward attention.
Post with Timing in Mind
Chronological feeds make timing matter again. Use insights to understand when your followers are online and post to match.
Watch for New Ad Opportunities
Instagram will likely open up new ad placements for the iPad app, particularly around Reels. Getting in early can mean better performance and lower costs.
How Netzoll Can Help You Adapt
At Netzoll, we keep a close eye on changes like the Instagram iPad app because they always mean more than just new features. They signal shifts in user behaviour, and that affects how businesses should market themselves.
We help brands adapt their social strategies so they don’t just keep up, but get ahead. That means creating video content optimised for Reels, building schedules that work with the new feed options, and producing visuals that hold attention on bigger screens.
If you’re not sure how to fit the Instagram for iPad app into your wider strategy, we can guide you. From content planning to paid campaigns, we make sure your brand takes advantage of every new opportunity Instagram creates.
Final Thoughts
The Instagram iPad app isn’t just a long-overdue convenience for users. It’s a sign of where Instagram is heading, more video, longer watch times, and deeper engagement.
For businesses, that means shifting your focus. Reels should be central, quality should be higher, and timing should be smarter. Most of all, you need to see the iPad app as a window into Instagram’s future direction.
If you want to make sure your social strategy is ready, now’s the time to act. The brands that adapt early are the ones people will remember.
Get in touch with Netzoll today and let’s make your Instagram marketing work harder for you.