Instagram has actually begun to live test its highly-anticipated picture-in-picture (PiP) functionality for viewing Reels - a move that came several months after the company hinted at the feature originally. This exciting new feature allows you to keep viewing some rich-form video content, even if you leave the Instagram app, by enabling picture-in-picture mode, where you can overlay an Instagram short on another app. Unlike video creation tools, this new PiP functionality has nothing to do with creation, but rather viewing ease, and it provides the user freedom to scroll or multitask while enjoying video content.
It does seem that Instagram is trying to adapt to TikTok and YouTube because both of those platforms already allow PiP functionality, and already have an audience that is used to multitasking for short video content. Regardless of how you feel about the update, this is Instagram’s effort to keep its audience engaged for a longer duration of time and to allow for more flexibility in video consumption.
Competing with TikTok and YouTube in Viewer Engagement
The announcement that Instagram would be introducing PiP indicates the company understands the changing user behavior and shorter attention spans that currently exist across digital platforms. TikTok and YouTube have benefitted from having PiP for years, and have high retention rates because the user can keep a video running while conducting other tasks. Instagram takes much longer to get to the feature, but now appears to be desperate to catch up to its competition.
Moreover, app researcher Radu Oncescu recently spotted the feature in testing, showcasing a toggle within the playback settings that encourages users to experiment with this option. Regardless of its late arrival, PiP has strong potential to transform how Instagram users engage with Reels, as the feature promises convenience without sacrificing entertainment value. In comparison with standard in-app viewing, this upgrade positions Instagram as more adaptable to the real needs of digital audiences.
Boosting Retention Through Multitasking Convenience
This kind of update has been on the radar for Instagram’s leadership for a while, especially after CEO Adam Mosseri’s comments earlier this year while discussing PiP. In this age of multitasking, people’s need to have as many choices as possible in how they consume content has only increased. That said, creators who cut longer clips to reach an audience and users who switch from one task to another would benefit the most from PiP.
On the other hand, it might be just a simple ease for background play fans who like to keep Instagram content on in the backdrop while using other apps. Consequently, given the ongoing testing, Instagram’s PiP launch might soon become a norm, helping the platform further compete in the social media sector, all the while focusing on keeping its users and making them happy.
