Facebook has launched its latest standalone app: Riff. Available for iOS and Android, it wants to get people shooting videos together. The idea: one person records a clip of up to 20 seconds, then tells friends how they should add to it. Those friends – at least those with the Riff app – will see the video and be able to add their own up-to 20-second clips, as will their friends, and then their friends… 

“The potential pool of creative collaborators can grow exponentially from there, so a short video can become an inventive project between circles of friends you can share to Facebook or anywhere on the Internet,” as Facebook’s Josh Miller put it. If you’ve ever seen an app called JumpCam, it’s quite a lot like that – “an uncanny similarity” as that company’s CEO told TechCrunch. The question is whether it’ll appeal to an audience beyond tech journalists and Facebook employees.

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