A viral Instagram trend that promised to plant a tree for every pet photo posted now seems incredibly unlikely.
More than 4-million pictures have been uploaded since the feature was added at the beginning of the month.
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The firm behind the campaign - Plant A Tree Co - says they deleted their original post after realising it had gone global.
In a post on Instagram, the group behind the trend said, "We posted the new “Add Yours” story as a fun tree planting campaign where we can show off our awesome pets!
"We immediately realised the post would grow too big and that we didn’t have the resources to plant that many trees, so we deleted it 10 minutes later.
"Even though we deleted it, the stories continued to spread out of our control. Our credit for the post was also removed, because of what seems like an @instagram bug. We want to use this awareness for lasting impact, so we created this fundraiser.
"Please share this post and the fundraiser on your story, and tag all your friends, celebrities, and @instagram so they can see this and so we can ACTUALLY plant 4 million trees