Even Instagram has gone crazy for GIFs.
Today, the Facebook-owned company launched Boomerang, an iPhone and Android app that lets users make mini-social videos that endlessly loop.
As part of the photo-sharing app's larger video push, Boomerang makes it possible to create videos that play forward and backward in either portrait or landscape mode that can then be shared on Instagram.
This is the third stand-alone app Instagram has launched in the past year to spur its creators to make interesting content.
Brands' social teams usually are quick to whip up posts when Instagram launches new features, but a quick scan of the app Thursday didn't show many posts from marketers.
One exception is Timberland, which turned its fall catalog into a short, looping video.
Check out a few other examples of Boomerang below, including Vox Media's The Verge and models Lily Aldridge and Karlie Kloss.