Twelve seconds on Instagram, six on Vine and now just one second on new app Boomerang - owned by Facebook
Instagram has launched a new app which works seamlessly with both Instagram and Facebook, which will allow users to create one second video loops.
The app is essentially an easy way to create 'moving pictures', commonly known as GIFS.
The app takes a one-second burst of five photos and replays them over and over. The new app will work perfectly with Facebook's new 'live photos' feature, which allows for animated profile pictures.
The app does something very similar to the new iPhone 'Live photos' and to existing app 'Phhhoto'. Time will tell which method users prefer.
Instagram is attempting to compete with the constantly-updated Snapchat, which has gained the strongest market among the 18-24 market.
Instagram's other existing stand-alone apps include Hyperlapse for time-lapse photos and Layout for collages.