Instagram Tests Picture-in-Picture for Reels

Instagram rolls out Picture-in-Picture test for Reels

Instagram has begun testing a Picture-in-Picture (PiP) mode for Reels, the company confirmed to TechCrunch. A small group of users will see a pop-up explaining the new option and how to enable it. When active, Reels can float in a small window while people switch to other apps, enabling true multitasking.

App researcher Radu Oncescu first spotted the feature in the wild. The test follows comments earlier this year from Instagram head Adam Mosseri indicating PiP was under consideration. As with many tests, Instagram is starting small and has not confirmed a broad rollout or timeline.

Why it matters: Picture-in-Picture changes how attention works. If viewers can keep a long Reel playing while replying to messages or browsing other apps, creators have a better chance of holding audience attention through longer narratives or ads. For Instagram, this could translate into more time spent with Reels and higher monetization potential.

PiP isn’t new — YouTube and TikTok already support background playback or floating windows. Instagram adopting PiP narrows a functional gap and shifts competitive dynamics: creators can experiment with longer formats and brands can plan campaigns that work even when viewers are multitasking.

Practical implications for creators and businesses

• Longer-form Reels may see higher completion rates if PiP keeps videos playing while users multitask.
• Creators should optimize audio-first hooks and clear timestamps so viewers can jump back in after switching apps.
• Advertisers and product teams will need to update metrics to capture background play, passive view time, and conversion windows that span app switches.

There are trade-offs. PiP can increase watch time but may dilute active engagement signals — comments, taps, or shares — if users watch passively while doing other tasks. Platforms and measurement teams must separate active engagement from passive consumption to avoid overvaluing background watch time.

How product teams should respond

Teams planning for a potential PiP rollout should run small experiments now: A/B test creative that assumes background viewing, track passive versus active metrics, and measure whether longer content improves lifetime value for creators and advertisers. Update analytics pipelines to label PiP-driven sessions so reporting reflects the new viewing mode.

In short: PiP can be a retention lever and a strategic product change. It’s a chance for creators to be heard while audiences do more than one thing at once — and for platforms to capture extra minutes of attention. But to turn that attention into value, measurement and experimentation must come first.

QuarkyByte can help organizations design the right experiments, build measurement frameworks that separate passive and active consumption, and model revenue impact from increased background viewing. Whether you’re planning creator strategies, ad products, or analytics updates, think of this test as a prompt to prepare — not a surprise.

For now, Instagram’s PiP is a test limited to a subset of users. But if the feature delivers the retention gains it promises, expect broader availability and a new wave of creative and measurement changes across the Reels ecosystem.