Visual Storytelling to Change the World with tentree

Visual storytelling has been a way to convey a powerful message for thousands of years.

Thanks to the ease and accessibility of Instagram and other social platforms, visual storytelling has the potential to transform the way we engage in a global dialogue on current issues, as we experienced with the simple “Peace for Paris” symbol posted by artist Jean Jullien.

[quote align=”” name=”Harvard Business Review”]Research shows that it takes just 30 seconds to develop an emotional connection to the idea presented, and strategic storytelling has been used to change the attitudes and behaviors in individuals.[/quote]

Tentree (@tentree) is one such company that has taken advantage of Instagram’s visual platform to share their story and convey a concise and potent message to the world. An apparel company that plants ten trees for every item sold, tentree currently plants trees in 14 countries across the world in an effort to make a significant social and environmental impact.

We wanted to introduce tentree to show how they’re using Instagram to start a global discourse on the health and wellness of the environment, in addition to selling a lifestyle image to promote their product.

[quote align=”” name=”tentree”]Visual media is a way of showing our community the planting we do and the positive impact it has on the environment. It’s a way for us to show our product and the lifestyle we promote.


Meet: tentree planters

Ten TreeScreen Shot 2015-11-16 at 2.43.04 PMTen Tree

Tell us a little bit about tentree

We started tentree with no background knowledge in retail. We are all former tree planters. Tentree came about as a way of planting more trees, not a way to make money or sell clothes. Selling clothes was just a way to show our community the planting we do and the positive impact it has on the environment.

Our mission is to protect the world you play in.

What story do you hope tentree shares with the Instagram community?

We try to convey the message that it’s important we play outdoors and enjoy it, but also protect it at the same time.

[quote align=”” name=”tentree”]Leave any place you go to better off than when you arrived. We want to show people the impact tree planting has, both environmentally and socially.[/quote]

We believe that you want to protect things you love, so learn to love nature and you will naturally want to protect it. We want to inspire people to get outdoors and have fun.

Screen Shot 2015-11-16 at 2.53.23 PM

What’s one of the strategies that helped tentree get to +500k followers?

We post engaging content on our Instagram account and the retail stores that carry our clothing items also encourage buyers to follow us on Instagram.

How do you source the photos for the account?

We have amazing ambassadors that stock us up with content. We love natural, environmental content and get the photos from the community that supports our mission.

Screen Shot 2015-11-16 at 3.04.44 PMWhat type of content resonates with your community? 

Epic nature shots and lifestyle imagery taken while exploring the outdoors do best for us.

That and tree planting pictures. For us, it keeps it simple focusing on nature shots, lifestyle photos, and tree planting pictures. We’ve also started another account strictly for tree planting called @treeplanters.

[quote align=”” name=”tentree”]We don’t like pushing products, we like showing people a lifestyle and inspiring them to get outdoors. When we share content, it’s usually a post we absolutely love and want to share with our audience.[/quote]

What’s the goal behind tentree’s Instagram account?

Like with everything we do, the goal is to inspire people to protect the world they play in. We want to plant as many trees as possible and hope that Instagram is another way that can help us do that!Screen Shot 2015-11-16 at 3.04.24 PM

How has Latergramme helped tentree?

We prefer to stock up the media queue with post options and then select the photos to schedule from there. It makes things a lot more dynamic.

As new content comes in, I just add it to the queue and then I can post it when we decide we want to push that particular clothing item.

What’s one piece of advice you’d give to a new ‘Grammer?

Go to a couple Instagram meets. Learn how the “pros” do it. Learning why they do what they do is extremely helpful.

What does tentree hope to achieve on Instagram moving forward?

We hope to hit 1 million followers!Ten Tree

Header image by Nick Scheerbart via StockSnap


Written By


Stephanie is the Community Manager at Later. You can follow her on Instagram or Twitter @byStephie.