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On January 7th, Twitter co-founder Biz Stone and his company, Jelly Industries, revealed the news about a brand new pseudo search engine: “Jelly.” With Google dominating the search world, it’s a bold move for the company.

Jelly operates like social media with a search engine. However, instead of searching for specific topics, you ask questions. These questions are sent to your social networks (the followers of your immediate circle) instead of to the rest of the Internet, but only if they have the Jelly app. On paper, this adds a level of empathy to your searches. Instead of getting a cold, heartless answer from Google, it’s one of your followers helping you out.

One of the flagship features that Jelly Industries gives is the photo function. When you ask a question, you need to take a photo as well. The example Jelly Industries gives is of a person taking a photo of something weird, circling it with their finger, then sending it out to their followers to see if anyone knows what it is.

Photo courtesy of the Jelly website. Check it out!

What Does This Mean for Businesses?

Right now?  Not too much.

At the moment, Jelly lacks a lot of business-oriented features. Unlike Twitter or Facebook, you are very limited to your own little circle. For example, you can’t control what to answer, and you can’t look up existing questions. You can’t search for trending topics or check if people are asking about you. As a business, this leaves you with very little control of your brand.

Reviews so far have been mixed, but we believe Jelly is still a very young product with a lot of potential to grow. One beneficial change that might come in the future would be a search function. Giving people the ability to look for existing questions is a simple tweak that would allow businesses the ability to monitor their brand and users to check for existing answers.

Our Recommendation

Keep an eye on Jelly, especially if they announce any new features or changes. Everyone is watching Jelly to see how it performs right now, so taking advantage of it early on could put your company ahead of “the Curve.”