Instagram Launches First-Ever iPad App with Reels: A Direct Challenge to TikTok

On 3 September, Instagram finally released its iPad app after a 15-year wait, with Reels as a key feature. Although this change has long been expected, many people are wondering why it happened now.

Reels at the Heart of Instagram’s iPad Strategy

Instagram is attempting to compete with TikTok in a market where short-form video content is king. Reels will be the main focus of the iPad app, but will it be sufficient to challenge TikTok’s overwhelming lead? Despite being much anticipated, the Instagram app is only compatible with iPads running iPadOS 15.1 or later.

Key Offerings of the App

With a multi-column interface that makes it simpler to browse comments, navigate between sections, and scroll through Reels, the redesigned app fully utilises the iPad’s larger screen. Reels take centre stage, but direct texting and story access are still simple.

Instagram’s focus on video content is a clear attempt to appeal to consumers who enjoy dynamic, fast-paced experiences. Initial evaluations emphasise the app’s wide design and easy usability, but some detractors have voiced worries that the emphasis on Reels may turn off users who enjoyed Instagram’s beginnings as a photo-sharing platform.

The transition to a video-first platform has generated conflicting responses from long-time Instagram users. Some audiences feel cut off from Instagram’s beginnings as a photo-sharing service, while younger audiences might welcome the shift with open arms.

Constant Evolution is the Key to Instagram’s Success

In the future, Instagram’s success will rely on how it develops further. Although the iPad app is a start in the right direction, Instagram will need to keep up with TikTok’s quick expansion. Reels’ picture-in-picture mode is one feature that might increase user engagement, but it’s unclear if these changes will be sufficient to influence users.

The capacity of Instagram to change without losing its recognisable character as a photo-sharing platform will determine its destiny. The platform will need to figure out how to differentiate itself in the congested video industry without losing its initial appeal as it becomes more video-focused. It remains to be seen whether Instagram can establish a significant niche or if it can keep up its fight against TikTok’s hegemony.

According to Adam Mosseri, the head of Instagram, his team is delivering Instagram to the iPad. “I’m really excited about this one because we took the time to design for the bigger screen.” He went on to say that although users will see all of the Instagram content they are used to, the business has made Reels stand out by utilising the additional space and created a following tab that makes it simple for users to keep up with all of the posts from the persons they follow.