Instagram's iPad app puts Reels front and center

Plus: 5 Lessons to Win BFCM - The Peak Playbook 2025

Author

Rafe Houston
September 11, 2025 • Estimated Reading Time: 4 minutes

ClickZ Meta Insider

Here’s what’s happening this week in the world of Meta advertising:
- Instagram’s new iPad app defaults to Reels.
- Time spent and video watch time keep climbing.
- Victoria Beckham’s makeup-free Instagram launch signals authenticity playbook

Peak isn’t won with a last-minute conversion push. Fospha data proves that the strongest brands plan full-funnel, measure what platforms miss, forecast into channels with headroom, and track daily performance with confidence.

The Peak Playbook 2025 distills five lessons from Fospha data, including how Footasylum unlocked +32% blended revenue YoY last BFCM, so you can enter Peak ready to win.
Swipe through for the highlights.

📌WEEKLY MUST-KNOWS

Instagram released a dedicated iPad app (iPadOS 15.1+) with a Reels-first home experience, two-column DMs/comments, and a new Following tab with All, Friends, and Latest sorting. The layout optimizes lean-back viewing while preserving full-size video during interactions.

Zacks reports Meta’s AI-driven recommendations lifted time spent 5% on Facebook and 6% on Instagram in Q2 2025, with video time up 20%+ year over year. New features across Threads and Instagram plus safety upgrades aim to deepen engagement, and Q3 ad revenue is expected to grow roughly 22% year over year. More time-in-app and video viewing typically expand inventory and improve delivery for short-form formats.

Victoria Beckham launched Foundation Drops with a makeup-free Instagram video, leaning into low-polish, creator-native storytelling. The execution underscores a broader shift where authenticity outperforms high-gloss creative for trust and conversion. Beauty and CPG teams should test stripped-back formats to combat ad fatigue and improve engagement.

⚡QUICK READS

2025 Facebook Playbook: Advantage+, CAPI, And UGC: A 2025 roundup spotlights Advantage+ automation, Conversions API, and UGC-driven short video as core levers; use hybrid human-AI workflows to protect brand voice while scaling ROAS.(More)

Avoiding Pitfalls in AI-Driven Ad Campaigns: Performance Max can mask inefficiencies, but smart tracking, segmentation, and brand-led creative control turn automation into a true accelerator. (More)

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