This past week the world has been focusing on South by South West (SXSW), a set of film, interactive, and music festivals. Every year we look to SXSW to reveal the latest in emerging technology and social. This year, won best social app at the SXSW Accelerator competition. is a video messaging app which allows users to send video and record their friends’ reactions. Users are allow to record up to 15 seconds of video and send it to their friends. When someone opens the video, their reaction is automatically recorded and sent back to the person who originally recorded it.

When you post content on Facebook or Twitter, you generally get responses in the form of an impersonal ‘Like’ or ‘Favorite’. With, you get to witness a real-time laugh, jaw-drop or blush. There isn’t a re-recording feature, so the reaction you see is genuine. Threads can be started on individual videos as well if conversation is desired. It’s been referred to as ‘emoticons on steroids’, which is a pretty accurate description of the social app.

Some have hailed as a possible future contender to Snapchat. However lets users save their videos whereas Snapchat self destructs its videos. At the moment, the app offers one-to-one messaging but promises one-to-many messaging in the future. It’s available on iOS and will soon be available on Android. Released in February 2014, this app is quickly gaining traction and is definitely one to watch. In the mean time…let’s samba!