Instagram Creators Rejoice: New Features Promise Higher Watch Time and Engagement

Content creators on Instagram have a major reason to be optimistic, as the platform is testing a new feature designed to dramatically increase video completion rates. The introduction of a Picture-in-Picture (PiP) mode for Reels means audiences can now watch content without interruption, even while replying to messages or using other apps.
This new PiP functionality addresses a core challenge for creators: audience drop-off. Currently, if a viewer receives a text, they often have to leave the Reel, and may not return. With the PiP test, the video simply scales down to a floating player, continuing to run while the user attends to their conversation. This keeps the viewer engaged with the content, turning a potential exit into a sustained view.
This creator-centric improvement is coupled with another significant platform enhancement: a native iPad application. An optimized tablet experience encourages longer viewing sessions and more immersive engagement with content on a larger screen. For creators, this means their high-quality visuals and detailed videos can be appreciated as intended, potentially leading to more shares, saves, and comments.
Ultimately, these two updates work in tandem to create a more robust ecosystem for creators. By removing the friction between content consumption and social interaction, and by providing a superior large-screen experience, Instagram is empowering creators to build a more dedicated and engaged audience. The platform is making it easier for great content to hold its audience’s attention.