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Brief Published: 28 Oct 2015

One Second Vids? Instagram Launches Boomerang

Instagram's Boomerang app

Instagram this week launched Boomerang, a new feature enabling users to create one second-long videos. Essentially animated gifs, Boomerangs play forwards and backwards in a perpetual loop.

Instagram publicised the feature as a way of turning “everyday moments into something fun and unexpected.” This focus on ordinary micro-moments – and Instagram is just the latest social network to start focusing on this trend, following the lead of Snapchat, Twitter and others – creates huge opportunities for brands to “harness the power of now”, as we explored in our Get Real Macro Trend.

Within days of launch, savvy brands had started using Boomerang to engage fans in-the-moment. Among the best Boomerangs were those from US cosmetics firm Benefit and lifestyle magazine Cosmopolitan, although they took different approaches. Benefit used the app to offer a mascara tutorial, acknowledging the way in which Boomerang could be used for instant tips and tricks. Cosmopolitan, meanwhile, saw that Boomerang is most obviously of use for humorous, surreal looping imagery. Cosmo’s eternally bubble-blowing staff member is great fun (and offers a sweetly human, behind-the-scenes look at the brand, something else we explore in Get Real).

Video innovation is evolving at an incredible pace: check out our New Video Marketing Strategies report, publishing later this week, to find out more.

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