Where did the ‘we'll plant 1 tree for every pet picture’ viral Instagram Story come from?

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Where did the ‘we'll plant 1 tree for every pet picture’ viral Instagram Story come from?
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Buckle up, guys – this is one hell of a tale.

We also find it interesting that a new Instagram function no one really knew about has gone viral out of nowhere, educating us all in the process. Which brings us on to the question…For the uninitiated, the social sharing platform has a new function where you can create a chain of content around a particular subject or challenge, for instance the most-recent photo on your phone camera roll, or what you had for lunch.

It was trialled in Indonesia and Japan last October before being rolled out to global users this month. Head of Instagram, Adam Mosseri, posted on Twitter last week with examples of some of the “fun prompts out there" that he'd seen. It's known that Instagram will often give an extra “boost” to users using their new functions to increase reach, so perhaps the use of a brand new feature is in part behind the “We'll plant 1 tree for every pet picture” trend.

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