boomerang2Just when you thought “they made everything possible to be the best”, Instagram has rolled out a new awesome feature – Boomerang! It is an app allowing to shoot looping videos of an innovative kind, whose main application is capturing the motion and making it perpetual.

The app itself is as simple as the other Instagram’s apps, separated from the original one – Layout or Hyperlapse. The interface is limited to one simple button that launches the recording. The video itself is not exactly a video, it is a 3 second-long, infinitely rolling forward and backward clip made of 10 pictures. Even the official blog obviously had trouble defining the new format: “It’s not a photo. It’s not a gif. It’s a Boomerang”. The gifs composed similarly to boomerangs were viral on Tumblr a while ago, but there was no special term for it until now.

Considering that more than 100 000 boomerangs were uploaded in the first 3 days, including the ones from accounts of Justin Bieber, Pharrell Williams, MTV and many others, you can say it is going to get pretty popular. It is too early to talk about vine- and coub-killer, but the share of gifs shown on mobile devices will definitely shrink. Instagram updates expand its reach lately, biting giant pieces of online ads, photo and video sharing markets. Considering the recently improved direct messaging and highest-of-all-networks level of engagement, our beloved Instagram has a slight chance to replace its step-father – Facebook – on the media throne.


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