Initial thoughts on Jelly – the new kid on the social media block

Co-founder of Twitter, Biz Stone, has developed an App called Jelly (cue ‘I don’t think you’re ready for this jelly’ quips). The concept of Jelly is to ask questions by taking a photo of something and getting answers to your question. In fact its tagline is Point. Shoot. Ask.

I’ve been using it for about a week now and here are my initial thoughts. Note, I am NOT a Guru/Ninja/Jedi on Jelly… these are merely observations and a bit of a ‘how to’.

  • The look and feel of the App is sleek, clean and simple. Possibly a little too simple…
  • You post a question and (hopefully) people answer. As you have to link your Twitter, Facebook or both to use the App, you don’t actually have a profile. So there is no concept of how many Jelly users are ‘following’ you. For brands, this will be a problem
  • There’s always around 11-13 people ‘looking for answers’ (see the bottom of the photo) but you have no idea how many questions there are to answer beyond those 13 and there is no way to search a topic


  • When you swipe on ’13 people want help’, a question comes up. This is the only charity I have spotted on Jelly so far, however I expect more to follow


  • You can choose to answer the question or forward it. This is what happens when you click on Forward (note there is no option to tweet the question or post on Facebook)


  • If you choose not to answer a question, you just swipe it away. The problem is, you can never get it back again. Which is a bit silly really
  • When you do answer a question, the only interaction you can have from the person who asked it is for them to say ‘thanks’, or someone else reading your answer can say it was ‘good’, forward it (and this is where you can tweet or post on Facebook), report it as inappropriate or say you don’t like it (not really sure what that achieves)


  • So far I have asked five questions. This one had the most answers, some of which were great. For example, one person told me that their local telephone box has been turned into a 24/7 library. Another told me they had a wee in one last September…


  • Once someone answers your question, all you can do is choose to thank them or share their answer on Twitter, Facebook or by email. What you can’t do is reply. I’d quite like to know where this library telephone box is!
  • You could of course ask the person who answered on Twitter as you can see their Twitter handle. But then this takes the conversation off Jelly… perhaps as this is owned by the co-founder of Twitter, it’s all a cunning plan?

To be honest, I’m not sure yet how brands would benefit from Jelly – it’s too new and soon to say. Perhaps they could use it as a way to test new products or get people’s opinion on something like a policy change. At the moment there is no way to easily measure your results. When you click on your ‘profile’ you just get a rolling list of your activity (see below). You don’t get a snapshot of how many questions you have asked, answered or how many people thought your answer was ‘good’. The only thing that is clear is how many ‘thank you cards’ you received

photoDo you use Jelly? I’d love to hear your thoughts so please comment below.

6 thoughts on “Initial thoughts on Jelly – the new kid on the social media block

  1. Social networks should either answer a real need or be fun, I’m not sure this had enough of either element to work in its own right. I do see Google buying this however and using it as an extension of their services, maybe that’s the plan?

  2. Thanks for this early review of Jelly. Yes, I’ve also been pondering if this would be relevant to charities. In fact, your Action for Blind People example was one of the uses I could imagine – in effect, asking a question that the charity knows the answer to, but doing so in a public education manner.

    Breakthrough Breast Cancer’s question-based TLC Five Signs of Breast Cancer campaign could work in this way:

  3. Good intro to Jelly, Kirsty.

    I did see another charity on there – possibly Beating Blood Cancer, but I could be wrong.

    I like the app, although like you I’ve only been playing around with it. If you’ve got enough of an audience I imagine it could be good for crowdsourcing opinion on an image or line of text (I’ve seen a few “Which logo do you like best?” questions that have had hundereds of replies…). Perhaps – “Which of these lines would most inspire you to donate…” or similar? But without analytics or knowing who your audience really is, how much can you really learn?

    Nandos have been using it to just have fun conversations with followers (fine…) and ASOS have run at least one competition – taking a small snapshot of a tshirt and asking followers find it on their site and tell them the name of the product to win it. It’s good conversational marketing, which is nice I think.

    Whether it’s got any legs though, who knows. It’ll need some sort of data available before brands start to adopt it for anything other than fun and games.

    I’ll be watching to see what happens for sure.

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