The City of Auburn Economic Development Commission announced on April 10 a new partnership with content creators to produce original Instagram Reels that highlight Auburn’s character, businesses, landscapes, and people. Selected participants will receive a $250 stipend after meeting the program’s requirements.
The initiative aims to promote Auburn by encouraging authentic storytelling from a diverse group of local voices. The commission is seeking applications from influencers, content creators, artists, youth and student creators, endurance athletes such as runners or cyclists, agriculture and food enthusiasts, families, small business owners, community advocates, heritage storytellers, real estate professionals and local guides. Applicants must be at least 18 years old to apply and receive payment; minors may participate with parental involvement.
To qualify for the stipend, participants must collaborate with at least two Auburn businesses (with approval before filming), create original self-produced content without using stock or AI footage, comply with all necessary laws and permits, follow “Rooted in Real” brand guidelines, tag @ExploreAuburnCA along with participating businesses in their posts and submit their content for review 48–72 hours before publishing. A post-project recap form is also required before receiving payment.
Instagram Reels produced under this program should be between 60–90 seconds long in vertical format (1080 x 1920 pixels) and focus on themes such as endurance sports in the area’s trails or skatepark; Gold Country heritage including Old Town or Downtown; farming life; family activities; dining experiences; social venues like breweries or music spots; and parks or recreation amenities. Captions are recommended for accessibility purposes while music used must be licensed or sourced from Instagram’s library. Required hashtags include #ReelLifeAuburn #Rootedinreal #AuburnCA #ExploreAuburnCA.
Applications open April 13 on a rolling basis until funds are exhausted. Approval decisions will be made within ten business days of application submission. Content will undergo review up to three days prior to posting online. Stipend payments are processed within fourteen business days following publication of approved reels and submission of the recap form.
Interested individuals can apply through an online application form at https://forms.gle/6h1yS1D2VqfKh4TL9.
