Instagram sparks the power of community with its newest initiative, Giving Tuesday. On 30 November 2020, Instagram announced the launch of Giving Tuesday to get in the spirit of the season of giving. According to the social media platform, they will be using the initiative to amplify and highlight acts of good by featuring a collaborative Story which will highlight publicly posted Stories that have a donation sticker.
As per Instagram:
“The holiday season will look different this year, from how we gather with friends and family, to ways we’re giving back to our community. Beginning today through Giving Tuesday on December 1, we’re featuring a shared “Giving Tuesday” story at the front of your Stories bar, encouraging people to support small businesses directly on Instagram and making it even easier to donate directly to a nonprofit within Feed.
This is a new way to interact with and donate to nonprofits, and it is also a platform to highlight small businesses. Users across Instagram can provide direct links to support their favorite small businesses, which could all use help considering the tumultuous business environment of 2020.
Implications for Marketers:
This new feature could help shine a light on different SMBs, and it could provide brands with the opportunity to reach more people.