By Vicky Sidler | Published 20 September 2025 at 12:00 GMT+2

If you’ve ever watched rugby on the TV while scrolling Instagram on your phone and answering a WhatsApp message with your elbow, congratulations. You’re living the South African digital dream.

And Instagram just made it a bit easier.

According to Meta’s latest announcement, the platform now has a dedicated iPad app. Reels are front and centre. The app is made for big screens, couch sessions, and that blurry space where entertainment and engagement blend together. 

And here’s the kicker: it’s not just about viewing. It’s about how we create, consume, and communicate across multiple screens—and what that means for small business owners trying to keep up.

TL;DR:

• South Africans spend 9.5 hours a day on screens

• Instagram has launched a new iPad app focused on Reels

• The app introduces a Following tab with “All,” “Friends,” and “Latest” views

• New features are optimised for multitasking and lean-back browsing

• The big screen format changes how creators and brands show up

👉 Need help getting your message right? Download the 5-Minute Marketing Fix

Table of Contents:

Why the iPad Now?

Because 5 hours on your phone plus 4 hours in front of the TV is not enough, apparently.

Research shows South Africans now spend nearly 9.5 hours per day looking at screens. Over 5 of those are on mobile. Another 4+ on TV. This isn’t a side effect of remote work or digital fatigue. This is the new normal.

And when that much screen time happens, people start doing everything at once. You’ll see someone watching sports, texting friends, and scrolling Reels with the casual focus of a fighter pilot.

Instagram knows this. That’s why the new iPad app opens straight into Reels. No browsing. No fumbling. Just content, big and loud.

What’s New in the iPad App:

Yes, you could always technically use Instagram on an iPad. But it was a stretched-out version of the iPhone app, like watching a VHS tape on a 4K screen.

Now, the app actually fits. Here's what changed:

1. Reels Are the Main Event:

Open the app, and you’re dropped right into Reels. That’s not an accident. Instagram wants creators (and fans) to think of this as a lean-back experience. You’re not just scrolling. You’re watching, relaxing, maybe even learning.

For small business owners, this means the content you make for Reels needs to hold up on a 10-inch screen. Low-res graphics, weak sound, or blurry text won’t cut it anymore. Think less meme, more mini-documentary.

2. New “Following” Tab:

The app now includes a clean, three-option Following tab:

• All: Everyone you follow

• Friends: People you follow who also follow you back

• Latest: Posts and Reels in order of when they were posted

You can choose which tab to show first. This gives users more control and makes it easier to catch content that might otherwise get buried.

As a brand, if someone follows you, they’re more likely to actually see what you post—especially if it’s recent, relevant, or personal. Translation: now is a very good time to get consistent with your content.

3. Better Layouts for Multitasking:

Comments and video now live side by side. Messages and notifications appear together. It’s all built for fast interaction and fewer taps.

For creators, this means engagement is easier. Viewers can comment without pausing the Reel. And for viewers, this means comments become part of the content.

As a business owner, if your comment section is dry or full of spam, fix that. People will be reading it on a bigger screen.

What This Means for Small Businesses:

Instagram’s move to iPad is not just about screen size. It’s about audience habits, content expectations, and platform shifts.

If you’re a small business posting Reels, this is what to keep in mind:

1. Format Matters:

Reels now live on phones and iPads. Your visuals should be clear, bright, and large-text friendly. Sound should be crisp. Lighting matters. Subtitles help. Yes, this all sounds like work. It is. But blurry, rushed Reels won’t hold attention on a bigger screen.

2. Storytelling Still Wins:

Just because the screen is bigger doesn’t mean people are more patient. They want to be pulled in fast. StoryBrand principles are more useful than ever. Be clear. Show transformation. Lead with something real.

If you’re showing up on a screen next to a viral cooking fail or a dog with a panic attack, you need to earn attention. Quickly.

3. Show Up Where It Counts:

This launch makes Reels more accessible in chill settings—couch, bed, maybe even meetings if we’re being honest. It’s a chance to reach your audience when they’re relaxed.

But relaxed doesn’t mean bored. If your message isn’t interesting or useful, people will keep scrolling. That’s why clarity and purpose still beat trend-chasing.

Don’t Confuse Presence with Performance:

I talk to a lot of small business owners who feel like they should be on every platform, creating daily, doing lives, replying to comments in real-time. It’s exhausting.

Instagram’s iPad app makes it easier to consume content—but not necessarily easier to create it well.

So don’t panic. You don’t need more content. You need better content.

And that starts with one clear message that connects everything you post. That’s why I created the 5-Minute Marketing Fix. It helps you write a sharp, simple one-liner that works everywhere—iPad included.

👉 Download it free here

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FAQs on Instagram’s iPad App and What It Means for Small Businesses

What’s different about the new Instagram iPad app?

The new app is built specifically for iPads, not just a resized phone version. It puts Reels front and center, adds a new Following tab with custom feed options, and includes multitasking features like side-by-side comments and videos.

Why should small business owners care about this update?

Your audience is now consuming Reels on bigger screens in more relaxed settings. That means your content needs to be clearer, better lit, and more engaging to stand out. This update changes where and how your content shows up.

How does the Following tab affect visibility?

The Following tab lets users choose what they want to see first: all accounts they follow, mutuals, or chronological posts. If you're posting helpful, timely content, there's now a better chance it will be seen—especially by people who actually care about your brand.

Do I need to start creating different content just for iPads?

Not necessarily. But you should check that your current Reels look and sound good on a larger screen. That might mean higher resolution visuals, subtitles, and better lighting. Don’t just create more—create smarter.

What does “lean-back entertainment” mean in marketing terms?

It means your audience is watching passively, not interacting heavily. Think YouTube binge or scrolling Reels while lying on the couch. Your content needs to grab attention quickly and deliver value without requiring too much effort.

How can I make sure my Reels hold up on a big screen?

Start with strong storytelling. Use clear visuals, large readable text, crisp sound, and subtitles. Make sure your content is relevant, well-paced, and easy to follow—even with the volume off.

Do I need to change my posting strategy?

Not entirely, but it’s a good time to review what’s working. Posting consistently, using clear messaging, and engaging with your audience still matter. If you’ve been posting without a plan, this is your cue to get one.

Where can I get help creating a clearer message for Reels and social content?

You can start with the5-Minute Marketing Fix. It’s a free tool that helps you write a one-liner that builds trust and keeps your content focused—whether it’s showing up on phones, tablets, or anywhere else.