Jelly, a new social media application created by Twitter co-founder Biz Stone, has been labelled as the ‘new play toy for brands’.
The free application allows users to request answers to questions that are primarily image based. It also asks users to share knowledge rather than share information. For example, if you were to see a bird while out on a walk, you could take a photo with your smartphone and upload it to Jelly with the question “does anyone know what type of bird this is?” The question and image is then shared with others in the user’s social media networks who also have the application.
Although the app has only been newly released, brands such as General Electric (GE) have already noticed its capabilities for marketing and have jumped on the Jelly bandwagon. GE recently posted a question, which simply asked users which scientist they would like to have a coffee with. They integrated their brand into the post by using an image of a cup of coffee, with coffee art of their logo. Simple, but effective.
Other brands have been able to use Jelly in this way by posting questions with incorporated brand content or asking questions about specific products such as “which type of our pizza is your favourite?”
As the download for the app and posting is currently free, it is highly likely that many other companies will jump on the opportunity to market themselves. It’s worth just keeping an eye on Jelly as it provides another channel for people to interact and for brands to connect with consumers.