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5 ways for brands to use Jelly (and 1 to avoid)


In case you hadn’t heard, there’s a new social network (from an old social network entrepreneur, Twitter’s Biz Stone) on the block. Jelly is an image-based Q&A app available only on a smartphone which, according to the launch blog post, “changes how we find answers because it uses pictures and people in our social networks.”

Here’s the use case that the founders clearly have in mind:

Say you’re walking along and you spot something unusual. You want to know what it is so you launch Jelly, take a picture, circle it with your finger, and type, “What’s this?” That query is submitted to some people in your network who also have Jelly. Jelly notifies you when you have answers.

The reality a few days in is somewhat different:


That said, it’s an active community already. All the questions I have asked have got answers very quickly, and not necessarily from people in my immediate network but those in their networks.

Obviously there’s going to be a bit of silliness going on in the early days, as people test what works and where the limits of what’s acceptable lie. But there are undoubtedly going to be early adopter brands jumping in (most likely with their boots first).

There will be some advising caution, but after a couple of days use here are five ways I think brands could begin thinking about using Jelly:

  1. A/B testing: Jelly could provide a quick, inexpensive way to test alternative visuals (adverts, packaging, logos, etc.) amongst a small but influential group of people
  2. Market research: Have a simple yes/no question to run by consumers? Jelly could provide the answer (quite literally)
  3. Answer questions: Nothing to stop brands answering questions (yet), so offer up an answer if you have something to add. Just remember it’s not about promoting
  4. Monitor answers: No search facility (yet) so don’t expect Jelly to start popping up in your social media dashboard. For now, you’ll need to use the app to see if people are mentioning your products.
  5. Fun and games: Jelly allows people to draw their answers on the picture in question. I’ve already played pin the tail on the donkey and spot the ball!

And the one to avoid:

Posting pictures of your own products! (I am sure the Jelly guys will find a way to let you advertise eventually).