Instagram is making a big play for user convenience and engagement with the introduction of two major platform enhancements. The social media giant is launching a long-awaited native app for the iPad and is simultaneously testing a Picture-in-Picture (PiP) mode for Reels.
The dedicated iPad app finally provides tablet users with an experience tailored to their device. Moving beyond the constraints of a stretched iPhone app, the new interface is optimized for larger displays, offering a more immersive and aesthetically pleasing way to browse feeds, watch videos, and connect with others. This is a significant upgrade for at-home and on-the-go tablet users.
At the same time, the PiP test is tackling the issue of interrupted viewing. This feature will allow a Reel to continue playing in a floating window when a user navigates to another app. The goal is to make multitasking effortless, so that replying to a message no longer means abandoning a video you were enjoying.
For the platform’s ecosystem, these are both strategic moves. The iPad app can encourage longer sessions of content consumption, while the PiP mode directly addresses a key reason for audience drop-off in videos. Together, they represent a concerted effort by Instagram to refine its product and keep users engaged for longer.