Brands are already using Instagram's Boomerang

Instagram’s new Boomerang app hasn’t been live for more than a day, but already brands are flinging around looping GIFs made with the app.

Users don’t need to be on the Facebook-owned platform to use the app, which stitches together a burst of five photos to play them forward and then in reverse in a 1-second video, very closely resembling a GIF.

Instagram is describing the app as a way to “turn everyday moments into something fun and unexpected.” And even though it’s been barely 24 hours since the launch, they’re already being deployed by big brands and celebrities. 

Here are nine that have already created and shared their own Boomerangs:

Fast — it was one of the first brands to try it out — but not so furious. Surely the shoe-company could have looped something more compelling than flipping through pages of a catalog. A stomping boot, maybe? A jaunty dance move?

Who else is flipping through our fall catalog? #boomerang #moderntrail #catalog #timberland

A video posted by Timberland (@timberland) on

Who doesn’t love a puppy video? Whether 30 seconds, 10 seconds or just one second, they always work — especially when it’s of a prancing pooch.

Office dog Lenny’s pulling out all the tricks for #Boomerang’s arrival! #OneTwoStep A video posted by Purina (@purina) on

World Rugby
World Rugby scored with this sporty loop, to play up the competition between South Africa’s Schalk Burger and his rival, New Zealander Richie McCaw in the first semi-final of the 2015 Rugby World Cup.

Elle France
Elle France also chose to go the Timberland route and touted their current cover.

On a testé #Boomerang, la nouvelle appli d’Instagram : on vous en parle sur ! A video posted by ELLE (@ellefr) on

Twenty One Pilots
The alternative rock band really got in on the action early, posting not one, but a series of 10 Boomerangs as a part of promotions for their “Blurryface” album tour. Here’s one of our favorites.

#boomerang #BlurryfaceTour

A video posted by twenty one pilots (@twentyonepilots) on

The San Francisco-based cosmetics brand was quick — and relevant — with this swift mascara swipe.

Nudge, nudge, wink, wink Who else is playing with #boomerang today!? #benefit A video posted by Benefit Cosmetics US (@benefitcosmetics) on

The magazine took a more personable approach than Elle, posting a charming loop of a staffer blowing a bubble.

This Brazilian soccer team turned this goalie’s dive into a perpetual backspin.

Manchester United Foundation
Even Manchester United’s charitable arm got a leg up from Boomerang.

A few keep ups outside the East Stand this morning #boomerang #oldtrafford #eaststand #manchesterunited #manutd #manchesterutd #mufc #mufcfanpics

A video posted by Manchester United Foundation (@manchesterunitedfoundation) on

Verge decided to use Boomerang to demonstrate Microsoft’s Surface Book laptop.