Instagram is experimenting with a new feature that could change how users interact with its most popular content format — Reels. According to early reports, the platform is testing Picture-in-Picture (PiP) viewing, allowing users to keep watching Reels while simultaneously using other parts of the app or even their phone.
This move feels like a natural step for Instagram as it continues to double down on Reels to rival TikTok. PiP viewing would allow users to multitask, scrolling through feeds, checking messages, or even browsing other apps without pausing their short-form video experience. For creators, that could mean longer watch times and higher retention, as audiences are less likely to click away when they can minimize a Reel instead.
The test also reflects a broader trend in social media platforms: keeping users’ attention at all costs. TikTok has already set the standard for addictive, full-screen video engagement, but Instagram’s approach suggests it wants to give users more flexibility. Not every user wants to be “locked in” to a single Reel, and PiP could strike a balance between entertainment and utility.
From a user perspective, this could be a welcome upgrade. Imagine watching a cooking Reel while checking a recipe, or following a workout video without having to pause just to reply to a message. But it also signals something deeper — Instagram knows attention spans are fragmented, and giving users more control might be its best way to keep people on the app longer.
If widely rolled out, PiP for Reels could reshape how Instagram fits into daily routines, making Reels less of a distraction and more of a background companion. It won’t just be about capturing attention for 30 seconds, it’ll be about staying present in users’ digital lives for much longer stretches.
