The publisher said its account boasts followers in every country around the world, with 70 percent of them hailing from outside of the U.S., adding that more than 75 percent of followers of @natgeo are millennials.
Hoping to build on that success, NatGeo also recently launched two new Instagram accounts: @natgeoyourshot, which shares images from the publisher’s Your Shot photo community, and @natgeoadventure, an extension of the publisher’s National Geographic Adventure franchise.
Adweek covered NatGeo’s NewFront event at the Morgan Library & Museum in New York, where CEO Gary Knell said:
I want you to leave today with some answers and an understanding why, we believe, National Geographic is indeed a smart investment. We carry the mission of a nonprofit but have the strength of a global media powerhouse. You’re going to hear from a lot of media companies in the next two weeks about how important “purpose” is to their brand, but purpose is our brand and always has been.
Instagram director of community Amanda Kelso said in a release announcing the milestones:
The @natgeo account represents the best of Instagram, with images that instantly transport you to some of the most unique and remote places in the world. With its team of photographers, National Geographic has embraced the storytelling possibilities of Instagram and built an enormous following with a diverse, new generation of people who can explore the world through its imagery.
NatGeo vice president of social media Rajiv Mody added:
One of the keys to our success on Instagram has been the incredible collaboration between our photo team and some of the best photojournalists in the world. By handing over the keys to photographers who are out in the field, we’ve been able to give our Instagram followers immediate and intimate access to the tremendous work National Geographic is doing every day. Now, we’re excited to expand our efforts on Instagram by launching new accounts to further engage our community and expand our overall presence on the platform.
Readers: Do you follow any of National Geographic’s Instagram accounts?