Instagram Tests Picture-in-Picture for Reels Playback

Watching Instagram Reels may soon get easier for multitaskers. Instagram has rolled out live tests of a picture-in-picture (PiP) playback feature for Reels, enabling viewers to keep watching videos while using other apps. Creators and marketers should pay attention—PiP could shift how audiences engage with video and impact retention rates across the platform, as reported in the official announcement and TechCrunch.

Early tests and key functions

Instagram began exploring PiP video playback for Reels earlier this year. Now, some users are getting prompted to try the update. The feature allows Reels to float in a small window on the user's mobile device, meaning they can continue browsing outside the app while the video plays. This shift is for viewing only; creators already have separate PiP effects for content production on Instagram.

According to reports, the PiP feature was first spotted by app researcher Radu Oncescu. Users included in the test see a pop-up notification explaining the new feature and how to enable it. Instagram has confirmed to TechCrunch that it is testing the feature, which supports multitasking by allowing reels to remain visible in a floating window even while users interact with different apps.

A toggle for enabling or disabling PiP is now appearing within Instagram's playback settings for select users. The feature currently rolls out to a limited audience while Instagram monitors engagement and gathers feedback. If tests perform well, broader adoption is likely on the horizon. As with any test, it’s unclear when or if Instagram plans to roll out PiP more widely.

Key changes include:

Floating Reels playback window outside of Instagram's interface

User controls to enable or disable PiP within playback settings

Early access granted to a test group, with more users expected pending results

Pop-up notification for test users explaining PiP activation

Instagram follows rivals in multitasking playback

The introduction of picture-in-picture for Reels brings Instagram up to speed with TikTok and YouTube, both of which already offer this utility. YouTube details its PiP functionality for Android, while TikTok users have enjoyed PiP for Shorts. For video-first networks, matching competitors in user convenience is crucial, especially as viewers expect seamless, uninterrupted playback on their devices.

Instagram's move also follows recent comments by head Adam Mosseri, who earlier this year confirmed that PiP support was being considered, responding to user interest in feature parity with TikTok and YouTube.

Retention and engagement opportunities for brands

Adding PiP addresses shifting viewer habits. As more people multitask on their phones, the ability to continue watching Reels in the background could lead to longer session durations and better content completion rates. For example, users encountering longer reels can play them in the background while responding to messages or browsing other apps—potentially offsetting the challenges of shrinking attention spans.

For brands and creators, this means a possible uptick in key metrics such as average watch time and retention. Those already using Instagram growth tips to boost their following may find this update synergizes well with other engagement strategies.

Additionally, improved retention insights are becoming a bigger focus for creators. Instagram's push toward granular metrics, such as the new retention and skip rate stats for Reels creators, aligns with the PiP shift—both aimed at helping makers understand and extend audience interest in their content.

Why this matters to your content plans

Reels have become the engine powering Instagram's reach and algorithm. With PiP, even viewers who are only partially active in the app can keep up with creator uploads, making audience drop-off less likely. Marketers and creators weeding through analytics for ways to boost discoverability should monitor how PiP affects their own video performance.

What to expect next

Testing is still limited, but Instagram's PiP option is expected to expand if current trials drive higher engagement. Creators should keep an eye on their playback settings for early access and be ready to adjust campaigns if session times increase. As platforms like Instagram race to match features offered by TikTok and YouTube, fluid viewing experiences are quickly becoming standard—and retention may soon rely on how well creators adapt their video for multitasking audiences.