Hear from execs at The New York Times, Thomson Reuters, Trusted Media Brands and many others
If Vines are too much of a time-suck, than Instagram has the solution with Boomerang.
It’s a separate app from Instagram that stitches together five burst photos and plays them back in a 1-second video, causing a “boomerang” effect. In a blog post, Instagram clarifies that it’s “not a gif,” even though it closely resembles one. The app contains Instagram’s signature filters, too.
The Boomerangs, if you will, can be shared on users’ Instagram or Facebook feeds because the app’s only purpose is to make the clips, not to be a hub for them. Instagram is marketing the app as a way to “turn everyday moments into something fun and unexpected.”
Boomerang is Instagram’s third spin-off app, joining Hyperlapse and photo editing app Layout. Instagram’s multi-app strategy echoes that as its parent company, Facebook, which has a whole suite of separate apps like Messenger and celebrity-angled Mentions.
Instagram’s multi-app strategy, which has been successful for Facebook, is based on the belief that core users want to keep Instagram a barebones photo sharing app without all these bells and whistles. “The (undeclared) theory is the more screen space, the more time spent and the more money advertisers will spend reaching users,” reports the Financial Times.
Since Boomerang clips are only a second long, perhaps there’s a future in nanosecond pre-roll ads.
More in Media
Creators are ‘doubling’ their rates as they capitalize on brands’ growing interest
Seven influencer marketers tsaid that creators’ rates had risen noticeably across all platforms, although they provided a range of figures regarding the specific amount.
From immigration to AI, what companies need to know about Trump’s One Big Beautiful Bill
The changes ahead are both immediate and far-reaching, touching everything from immigration compliance to workplace culture and AI governance.
What talent booker Joanna Jordan can teach about leading in media transformation
Whether it was Netflix transforming to content powerhouse or a Hollywood labor disputes fueling the creator economy, Jordan has found herself ahead of the curve.