Why Instagram Is Experimenting With PiP
If you spend any time on Instagram, you’ll know how easy it is to get sucked into Reels. But there’s always that moment when you need to switch apps—reply to a message, check an email, or scroll through something else—and the video stops. That little friction point is exactly what Instagram wants to fix with Picture-in-Picture (PiP).
The feature keeps a Reel running in a small floating window while you multitask. It’s the same kind of convenience you’ve probably seen on YouTube or even with video calls, and now Instagram is catching up.
What the Test Looks Like
So far, PiP testing has appeared as a prompt for some users. You start watching a Reel, and Instagram gives you the option to “shrink” it into a mini player. The video keeps playing while you navigate around your phone. There’s also a toggle in the settings, so you can turn it on or off.
It’s important to note this is strictly for viewing, not creating. You can’t edit or produce Reels in PiP—it’s all about uninterrupted playback.
Why It Matters for Everyday Users
- More Freedom to Multitask
Imagine watching a DIY tutorial while browsing Amazon for supplies. With PiP, you don’t lose the video when you hop away from the app. - Better Viewing Habits
People can finish more videos. That means creators get higher completion rates, and you as a viewer don’t lose track of where you were. - Consistency With Competitors
TikTok and YouTube already support PiP. Instagram adding it is about staying relevant in a space where convenience is king.
Why It Matters for Creators and Brands
This isn’t just a nice perk for viewers—it has major implications for marketing too.
- Longer Watch Time: If your content plays even while users multitask, chances are your average view duration will climb.
- Retention Boost: More people finishing your videos means better algorithm signals.
- Ad Potential: PiP could keep ads visible for longer, especially if Instagram integrates branded content into this format.
Tips for Creators Getting Ready
- Hook Early: With PiP, users may not be fully focused visually. Make sure the first few seconds grab attention with strong captions or voiceovers.
- Use Bold Visuals: Since the window shrinks, designs, text, and colors need to stand out even when small.
- Think Utility: Reels that teach something practical—recipes, workouts, hacks—work best in PiP because people can follow along while multitasking.
Where This Fits Into Bigger Trends
We’re moving into a world where multitasking is the default, not the exception. Apps that don’t adapt risk losing time-on-platform. By testing PiP, Instagram is signaling that it wants to keep viewers inside its ecosystem—even when they’re not actively tapping around.
The test of Instagram Picture-in-Picture for Reels might look like a small update on the surface, but it could seriously shift viewing habits. For everyday users, it’s about freedom to do more without stopping a video. For creators and brands, it’s about higher retention, stronger engagement, and maybe even new advertising opportunities.
Keep an eye out for this feature. If Instagram expands it globally, your content strategy should adapt quickly—because in a PiP world, attention flows differently.
