Meta’s Push for Video Continues with Instagram’s PiP and iPad Enhancements

Meta is continuing its aggressive push into the video space with two significant enhancements to Instagram designed to improve content consumption. A test of Picture-in-Picture (PiP) for Reels is now live, and a native app for the iPad has been officially released.
The PiP functionality is a key component of Meta’s strategy to increase “time spent” on the platform. By allowing Reels to play in a persistent floating window, users can remain engaged with Instagram’s video content even while using other parts of their device. This is a proven method for boosting watch time and user retention.
This feature directly supports the creator ecosystem by making their content more “sticky” and less prone to being abandoned mid-watch. The test is currently limited, but its success would align Instagram more closely with the user experience of Meta’s video competitors. An opt-out will be included.
The new iPad app serves the same strategic goal. By providing an optimized, premium viewing experience on another major device, Meta is ensuring that Instagram is a top-tier destination for video content, regardless of how the user chooses to access it.