At a time when more and more app services are coming up with new features to attract the users, Instagram has also unveiled a new feature that will let users to post one-second video 'loops.

"Boomerang is a new video application that allows the users to turn everyday moments into something fun and unexpected," the Facebook-owned picture-sharing network said in a blog post .

Boomerang from Instagram | Source: blog.instagram.com

"Capture a friend jumping off a diving board, defying physics as she flies back and forth through the air. Transform an ordinary selfie with your friends into a funny video. Get that exact moment your friend blows out his birthday candles, then watch them come back to life again and again," the blog adds.

The Instagram feature is shorter than the six-second video segments on Twitter-owned Vine. The new app goes head-to-head with Apple’s new Live Photos feature found on the new iPhone 6s and 6s Plus, which also creates moving images.

"Boomerang takes a burst of photos and stitches them together into a high-quality mini video that plays forward and backward," Instagram said.