The battle of the clones continues as Snapchat strikes back at Instagram, copying one of their features for a change. Yes, Snapchat is adding their own Boomerang-esque gimmick.

A bit of bounce to your post

Instagram’s Boomerang lets users create short looping videos that can be shared across social.  is a short clip set on repeat that can be shared like any post and now Snapchat is introducing its own looped video play.

To access, users need only take a video and tap/hold the “Infinity Loop” icon found to the lower right-hand side of the options menu.

Next, users will notice a new ‘Bounce’ slider that shows up on screen, overlaid across the section of video you want to repeat. Once placed accordingly, only the selected section will remain in loop.

Me too and the loss of originality

No one can fault Snapchat for firing back and copying Instagram’s originality for once and what’s more is they’ve even done it a little bit better by letting user’s fine tune the portion that is set to repeat.

Snapchat is also innovating the process by allowing ‘Bounces’ to remain for up to 24 hours, as oppose to simply disappearing after being viewed by another follower.

Users also have the option to turn on the feature for individual chats though the default will remain a “self-destruct” style after viewing. Even as a cloned-feature, it’s nice to see Snapchat still in the fight.

What do you think about the flattery of copying another IPs feature? Do you think Snapchat is gaining more ground or losing its own identity? Let us know in the comments below.