National Geographic has been doing fantastic work on Instagram for months, but its recent social video can show marketers of all stripes just how to tease a larger effort.
The publisher used the digital platform to seed a seven-second clip from "Why Sherpas Climb," a four-minute film on NatGeo's website that illuminates the plight of the sherpa industry in Namche Bazaar, Nepal. The Washington, D.C.-based magazine brand cleverly used Instagram's two-month-old Hyperlapse feature. Check it out below.
Video by @argonautphoto (Aaron Huey): timelapse of #NamcheBazar at night, part of a short film put together by the @natgeo team. Namche is the gateway to the #Khumbu and the main trading hub on the way to #Everest. You can see the whole video called "Why Sherpas Climb" in a link in the header of my profile at @argonautphoto. Video assistance by Saara Mansikkamaki and Drew Ludwig.
As NatGeo—and GoPro, for that matter—has demonstrated repeatedly, taking viewers to places they normally cannot go works extremely well on Instagram. And both brands sit atop the Adweek/Shareablee weekly ranking for their categories (magazines and consumer electronics, respectively) from Oct. 20 through Oct. 26.
Our chart features eight categories (auto, beauty, consumer electronics, retail, fashion, celebrity, sports leagues and TV shows) every week and showcases the best branded effort. Two wildcard niches are always sprinkled in, and we've chosen magazine and food/beverage for this week's edition.
Check out the winning pieces of work via our multimedia infographic where you can watch last week's top Instagram videos and see the brands' organic reach.