Content Marketing Blog

Twitter co-founder launches brand new Jelly app

The rise of popular mobile apps such as Instagram and Snapchat have introduced many opportunities to brands conducting content marketing. But if you’re still struggling to wrap your head about these apps, brace yourself: there’s a brand new app thought to be just as popular, and that’s Jelly.

The new app was launched last week by Biz Stone and Ben Finkel, both of whom previously held key roles in social networking giant Twitter.

Jelly operates in a similar fashion as a search engine by answering users’ questions, but instead of using a complex algorithm, the answers come from your friends.

The app allows users to send out any question to their friends, and even friends of friends, and in return receive an answer. Any unanswered questions can also be forwarded outside of the app to anyone in the world.

Like Instagram and Snapchat, Jelly also involves photos, and allows users to capture images, crop them and add drawings to add extra detail to their questions.

The idea behind the app is that humans are better suited at answering questions than robots.

“No matter how sophisticated our algorithms become, they are still no match for the experience, inventiveness, and creativity of the human mind,” the Jelly blog explained.

But social search is a very tough nut to crack. Search Engine Land pointed out that similar services on Ask.com, Quora, Yahoo Answers, Google Answers and Facebook have all failed to take off with social media users.

However, because this app is centred around interaction rather than simply answering questions, it could very well succeed.

Interactive photo-based mobile apps have become incredibly popular in Australia, with 1.6 million active users on Instagram and over a million active users on Snapchat, according to Frank Media.

Many major brands have been looking into the opportunities these apps bring for social media marketing, especially with Instagram, which recently launched paid advertising on its site.

At this stage, reaching these users through organic marketing campaigns is difficult, but it can be expected that in the future avenues will open up for content marketers.

Posted by Dylan Brown