‘One tree for every pet picture’ trend appears to mislead millions on Instagram

The trend was followed by more than four million people on Instagram (plantatreeco/Instagram/PA)

Instagram is working to make one of its features clearer after millions of people appeared to be misled by a viral trend claiming a tree would be planted for every pet photo they shared on the platform.

After some confusion as to its original source, the account, Plant A Tree Co, has claimed responsibility for the trend, which saw users posting pictures of their animals accompanied by a sticker with the caption: “We’ll plant one tree for every pet picture.”