In a major play for video dominance in the social media space, Instagram has unveiled two significant updates: a test of Picture-in-Picture (PiP) functionality for Reels and the official launch of a native iPad app. These moves are designed to make its video content more accessible and engaging.
The PiP feature directly challenges competitors like YouTube and TikTok by offering the same level of multitasking convenience. Users in the test group can now watch Reels in a persistent, floating window while using other apps, a feature that is critical for retaining viewer attention in today’s fast-paced digital environment.
By enabling continuous playback, Instagram aims to significantly increase the time users spend watching videos on its platform. This is a direct benefit to creators, who rely on watch time as a key metric of success. The feature will be optional, controllable via a simple toggle.
The launch of the native iPad app is another crucial part of this strategy. It ensures that the Instagram experience is premium across all major devices, providing an optimized, large-screen canvas for its increasingly video-centric content. Together, these updates signal a clear and aggressive push in the video market.
