Instagram's iPad launch taps into South Africa's screen culture

In a digital landscape where South Africans are spending an astonishing 9.5 hours a day glued to screens, a significant shift is on the horizon.

Meta has unveiled Instagram for iPad, a launch that promises to reshape how users engage with the platform on larger devices. With over five hours spent on phones and four hours watching television, this development comes at an opportune moment, aligning seamlessly with national consumption trends that favour multi-tasking—think scrolling through Reels while watching your favourite sports match.

This launch transcends mere convenience; it also underscores a growing convergence of entertainment, commerce, and creativity. As South Africans mix their TV, mobile, and tablet experiences, brands and advertisers are presented with new avenues to connect with audiences in real time.

This evolution is not only beneficial for businesses but is also a boon for local creators seeking to extend their reach.

The larger screen presents a bigger canvas for creativity, enabling them to attract sponsorships and brand partnerships that can positively impact South Africa's burgeoning digital economy.

As Meta states, Instagram has always served as a hub for creativity, and Reels have emerged as a pivotal resource for discovering and sharing entertaining content.

The iPad redesign has strategically placed Reels front and centre, allowing users to immerse themselves in their favourite entertainment while maintaining a connection with friends through Stories displayed at the top of the interface. Messaging has also been made more accessible, requiring just a tap to stay in touch with those who matter most.

Among the notable features of Instagram for iPad is the new “Following” tab—designed to ensure users don’t miss updates from their favourite accounts. It comes equipped with three distinct feeds: “All,” which showcases recommended posts and Reels from accounts you follow; “Friends,” which focuses on posts from accounts that follow you back; and “Latest,” providing a chronological list of the most recent updates.

Users now have the flexibility to choose the order in which they want this feed displayed, allowing for a personalisation that enhances the experience.

Meta has been keen to leverage the iPad’s larger screen in its design, which ultimately aims to enhance user engagement.

Features such as expanded comment viewing while watching Reels allow users to catch up on the best reactions without missing a beat.

Instagram for iPad is now a platform designed not only for consumption but also for interaction—all while simplifying the user experience with fewer taps required to access the content they love.

Available globally on iPad models that support iPadOS 15.1 and later, this revamped Instagram experience is free for download on the App Store, reflecting Meta’s commitment to creating products that cater to diverse consumer behaviours.

With South Africa standing as one of the most engaged markets globally, this launch is poised to enhance the user experience significantly and, perhaps, redefine how South Africans interact with their digital environments.

BUSINESS REPORT