Why Creators Are Excited About Instagram’s Picture-in-Picture Test

The Instagram creator community has a new reason to be optimistic: the platform’s test of a Picture-in-Picture (PiP) mode for Reels could fundamentally improve key performance metrics. This feature is more than just a convenience; it’s a tool for boosting engagement.
The core benefit for creators lies in increased watch time. With PiP, a viewer can leave the app to perform another task without the video stopping. This means longer, more in-depth Reels have a much better chance of being watched to the end. The barrier to consumption is lowered, and audience retention is expected to climb as a result.
Currently, the feature is in a limited trial, but its potential is clear. By reducing the instances of mid-video abandonment, creators can gather more accurate data on what content truly resonates with their audience. The feature works by shrinking the Reel into a floating mini-player that remains on-screen.
This creator-focused improvement is part of a wider platform enhancement that also includes the launch of a new iPad app. The tablet app gives creators’ content a larger, more beautiful canvas to be displayed on, further enhancing the way audiences can interact with their work.