jats:pIn recent years, there has been a resurgence of interest among political and media analysts in the value and utility of online activism. This article seeks to shed new light on this debate by thinking through popular responses to orangutan causes on social media. Rather than focusing on the (in)efficacy of such responses, the author describes a pervasive, public ethos of small acts – one built around the interactive affordances of social media – that frames self‐consciously ordinary, non‐professional supporters’ efforts to help save the orangutan. She suggests that taking these activities seriously as projects of ‘helping’ and doing ‘good’ can also push the anthropology of social media beyond its current focus on ‘activism’ towards a more nuanced appreciation of the different shades and scales of ‘acting’ online.</jats:p>