Meta, the parent company of social media platforms like Facebook and Instagram, has recently announced an update adding a Fundraising feature to Instagram Reels. This allows users to create various campaigns to help others through the Instagram platform, and general users who see these campaigns can donate money to charities with over 1.5 million options in 30 countries worldwide. This update is part of the celebration of Earth Day on April 22nd every year.
Many people may have seen charitable campaigns a few years ago like the ALS Ice Bucket Challenge, which had a simple concept: pouring ice water or cold water over themselves and then recording it as a video to share on social media platforms. This campaign was created to encourage those suffering from amyotrophic lateral sclerosis (ALS), aiming to convey the feeling of patients with this disease, comparing their bodies when exposed to cold water being unable to control themselves, similar to those with ALS. This made the campaign a viral video on Facebook at the time, demonstrating that the influence of short video content is one of the most effective ways to support charitable campaigns or support non-profit organizations. What interesting things will this Instagram update bring to online marketing strategies? Let’s take a look together.
Fundraising Feature on Instagram Reels
In addition to posting, uploading stories, or going live to raise funds indirectly, the latest update now allows Instagram users to create fundraising campaigns directly to donate to various charities through the Instagram Reels feature. All funds raised through fundraising on Instagram Reels will be sent directly to charities and there will be no fees deducted.
An Instagram representative stated, “More than 4 million people worldwide have donated over $150 million to environmental charities through Meta’s platforms.” Furthermore, reports show that charities related to children’s welfare and humanitarian causes are also ranked among the top 2 most popular charities that Meta platform users donate to.
How to Create a Fundraising Campaign on Instagram Reels
Creating a fundraising campaign is easy through iOS and Android by following the steps below:
- Open the Instagram app
- Tap the + symbol at the top right corner, then select Reel
- Record a Reel clip, then tap Next
- Write a caption and select Add Fundraiser
- Choose the charity you want to fundraise for
- Fill in the details
- Tap the Done button
- Tap the Share button to finish
After tapping the create campaign button, you can go back and edit the details of the campaign end date and goals later.
For marketers or brands looking for a platform to create various charitable campaigns, get ready because it’s possible that in the future we might see campaigns similar to the Ice Bucket Challenge again. Therefore, if you don’t want to miss out on the viral trend that can meet the needs of your brand in terms of buzz, brand awareness, and CSR (Corporate Social Responsibility), as well as participating in helping society, you need to follow this feature on the Instagram platform.
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