But, don't be fooled. All of these things are just GIFs, despite each company trying to say otherwise. Instagram even starts its blog post on the topic with the line, "It’s not a photo. It’s not a gif. It’s a Boomerang." Apparently, the big difference between a GIF and a Boomerang according to Instagram is that while a GIF plays in a continuous loop, a Boomerang (as the name implies) will play forward and backward.
At the end of the day though, Instagram blatantly says that a Boomerang is created by shooting a burst of pictures and stitching them together, which is the definition of a GIF if we ever heard it. But, companies need to brand things and so it can't be called a GIF. Frankly, we blame the fact that no one can decide if it is pronounced "gif" or "jif", despite the creator blatantly saying he intended it to be pronounced "jif".