This New Instagram App Lets Creators Make Endlessly Looping GIFs

Another short-form video tool for brands

Headshot of Lauren Johnson

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.

In August 2014, it released Hyperlapse, which cranks out short, fast-motion videos. And in March, it rolled out Layout, an app that pieces together photos into collages.

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.


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

A video posted by Timberland (@timberland) on


Check out a few other examples of Boomerang below, including Vox Media's The Verge and models Lily Aldridge and Karlie Kloss.



Killing time on set today playing with the new #boomerang app

A video posted by @karliekloss on


Having fun at my fittings with the new @Instagram #Boomerang App!

A video posted by Lily Aldridge (@lilyaldridge) on

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.