How to use Instagram Boomerang for marketing
Instagram is a social network that allows users to take pictures and videos and share them directly from their mobile devices. Instagram just recently launched a new app called Boomerang. It introduces a new concept to picture capture. Boomerang may be a good enhancement of your marketing strategies.
By Leyla Ok
Boomerang allows you to shoot a one-second burst of five photos that comes to life as a silent video, which you can play forward and then reverse in a loop. Videos can be shot in portrait or landscape and neatly saves images to the user’s camera roll.
Although a product of Instagram, Boomerang’s photo-video app can be used and shared on a variety of channels, it’s not limited to Instagram. Marketers believe that this could be the next best app to deploy for social media marketing purposes. It’s fast and simple to use and doesn’t require users to have Instagram accounts.
Shareable Content is Key
Any new social tool is the best way for brands to reach both new users and demonstrate that they are on top with latest trends. Your content with Boomerang is widely shareable so it should boost your engagement and help in displaying your creativity.
Boomerang isn’t the only app developed by Instagram. This year, the photo-and-video sharing service launched the app “Layout” for making photo collages for example. By the looks of it, Instagram may introduce a variety of useful apps without complicating its interface.[Tweet “#Boomerang is #Instagram’s new #burst #photo app. Learn more #SoMe #SMM @cloudnames_TR”]
Being Unique to Captivate your Audience
This essentially means that you will have better opportunities to market your brand in unique and broader ways to increase your following. With this app you can create captivating mini videos that loop back and forth, then share them with your fans and followers.
It’s evident that Imagery is increasingly replacing text, as people’s desired form of communication. This app makes everyday moments fun and spontaneous. You are essentially giving your audience a glimpse into your brand, your world- which they may want to be a spectator to.
For example last month in Milan, MTV used Boomerang to promote the European Music Awards. It encouraged nominated artists to take a selfie using the app as part of a digital strategy aimed at increasing the appeal of the event and targeted toward a bigger reach of people for its brands sponsors.
Johannes. H Meyer, the well-known digital strategist expressed that Boomerang “… is a short-content and eminently shareable format supported by a wildly popular platform [Instagram] with a very strong internal hook – actions endlessly looping back and forth.”
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Facebook’s Investment in Boomerang
In 2012, Facebook took-on Instagram for $1 billion. The photo app now has 400 million monthly active users, and about 80 million photos are shared on the service every day.
Instagram, which has been ramping up in advertising revenue, has this year accumulated an expected $600 million.
Research from eMarketer recently showed that Instagram’s revenue made only from Ads will reach about $1.5 billion in 2016 and $2.8 billion in 2017. Facebook expressed on a recent blog;
“Capture a friend jumping off a diving board, defying physics as she flies back and forth through the air. Transform an ordinary selfie with your friends into a funny video. Get that exact moment your friend blows out his birthday candles, then watch them come back to life again and again.”
Boomerang as a Marketing Tool
Although a simple concept, what will big opportunities will Boomerang bring to marketers? This app is a great way to tap into people’s emotions by focusing on one moment that could make your viewers laugh, think and respond.
The app itself is easy to use and does not require any editing, unlike normal video. Although quite basic, this app keeps production costs low for brands and the barriers for entry is almost non-existent. Anybody and everybody can use this app for free and boost their online popularity.
Plus, quick videos are easier to share- as a result you have then the opportunity to extend your reach in a way you couldn’t with traditional static photos, it’s about engagement and creativity as well as enhancing visual experience.
Boomerang offered Ritz- the cracker company- an opportunity to enhance their wider market message by trying out new things. It used the app to promote its ‘Crisp and thin’ snacks. Ritz explained their objectives with deploying this app:
“We chose to use Boomerang because it is a great way to show off our brand personality and we want to reconnect with our consumers by giving them richer content on a platform that is relevant to them. Ultimately, our goal is to shift people’s perspective from a box of crackers at the back of the cupboard, to a fun, sociable brand with snacks for every occasion.”[Tweet “Have you tried #Boomerang? Learn about #Istagram’s new #app #SoMe #SMM @cloudnames”]
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