Instagram is rolling out a new feature test with a clear goal in mind: boosting key metrics for its creator community. The Picture-in-Picture (PiP) mode for Reels is designed to directly impact watch time and audience retention in a positive way.
The core problem PiP solves for creators is viewer abandonment. Currently, if a viewer receives a notification or needs to look something up, they must leave the Reel, often not returning. With PiP, the video continues playing in a small window, keeping the viewer engaged and making it far more likely they will watch the content to completion.
This functionality, which is being trialed with a select user group, is expected to lead to a measurable increase in average view duration—one of the most important metrics for the Instagram algorithm. The feature will be optional, but its potential to improve content performance is significant.
This creator-centric enhancement is complemented by the launch of a new Instagram iPad app. The app provides a better showcase for creators’ visual content on a larger screen, offering another avenue for engaging with their audience in a high-quality format.