Instagram just recently released their new app, Boomerang. This app allows users to create 1 second videos to play forward and then backward repeatedly, similar to a GIF. This is Instagram’s attempt to “turn everyday moments into something fun and unexpected.” With the app launched for fewer than 24 hours, brands have already started flocking to it. Some of these include Timberland, Purina, Elle, Cosmopolitan, and various professional sports teams and musical artists. Each of them have seen an overwhelmingly popular reaction to these videos.