National Geographic Just Became the First Brand to Top 100 Million Instagram Followers

Its revenue from social ad campaigns rose 80% in 2018 versus 2017

Samsung is one of the brands taking advantage of Nat Geo's Instagram surge. National Geographic

National Geographic ventured into uncharted territory last week, this time on Instagram, where it became the first brand to top 100 million followers. But the publisher’s success is more than organic. Its revenue from social advertising was up 80 percent in 2018 compared with the previous year.

@9Number9 David Cohen is editor of Adweek's Social Pro Daily.