Get an inside look at Instagram's new Live Donations feature from evachen212.
Five p.m. — the hour long associated with that wind-down cocktail. For Eva Chen, it’s the hour to start imposing order on the disarray of toys and craft supplies that overtakes her apartment each day. Instagram’s director of fashion partnerships is working from home while under coronavirus quarantine with her family. She calls her children, ages five and three, “young beasts intent on destroying every surface of my home.
“We’ve already seen so many people do fundraisers on Instagram, whether it’s for Feeding America or PPE or UNICEF or Save the Children, etc. Now, you’re going to be able to do it live,” Chen says. Inaugurating the program, this week actress Sofia Carson and soccer stars Sergio Ramos and Fabio Cannavaro will create Live fundraisers for UNICEF; singer Tori Kelly will go live in support of Feeding America.
In addition to spurring new initiatives — “Stay Home” and “Thank You Hour” stickers launched recently — the COVID-19 crisis has intensified directions already in play, including a circular rotation back towards the platform’s original unglossy imagery. Instagram launched in 2010 as a visual diary of people’s lives. “Then a few years in, bloggers started posting really beautiful, highly polished content that they were shooting on an expensive DSLR camera,” Chen notes.
For big brands, the Instagram obsession manifests in flexing their might across the platform. Meanwhile, for small brands, it has become an essential element of doing business. “For hundreds of thousands of small businesses around the world, Instagram has now become a source, their main retail presence,” Chen notes. Given that reality, she spends considerable time developing ways to better support small business: “We’re working on a lot of initiatives.
Another significant part of Chen’s role is helping brands and industry individuals refine their messaging. In the age of COVID-19, authenticity matters more than ever, and she strives to help them “facilitate honest conversations, and to use Instagram to connect to their audience in a more vulnerable way.”
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