In a time when images and video are the primary digital formats that brands use to boost exposure and acquire followers online. Some companies are fortunate enough to have some of the heavy lifting done for them when it comes to marketing.
The brands that outsource photographers for marketing, sales, and other purposes have a leg up on competitors who may not allocate a budget for professional photography.
National Geographic is undoubtedly one of these companies, with photographs dating back to 1905. As social media was born and Instagram gained popularity, National Geography had over 100 years of content ready to share online.
Why National Geographic Photography Rules the Digital Marketing Space
For marketing strategies, Instagram empowers businesses and individuals to harness their creativity for storytelling and sharing their brands.
National Geographic took a unique approach to its Instagram strategy — they created several Instagram accounts for various audiences, including NatGeo Travel, NatGeo Wild, and NatGeo YourShot.
NatGeo Travel covers content from all over the world, including animals, people, cultures, landscapes, and much more. Followers will see content like sunsets in Carlsbad, metropolitan shots from Hong Kong, and dunes in Abu Dhabi.
NatGeo Wild focuses primarily on animals and nature from National Geographic. Followers see content that centers around wild animals in their natural habitats; this account shares the most traditional content of all the brand’s Instagram accounts.
NatGeo Get Your Shot is National Geographic’s community account, where freelance and hobby photographers can share their images for a chance to be featured.
National Geographic photographers’ work is also shared on this account, and they encourage their followers and photographers to share their images using the hashtag #YourShotPhotographer.
All the NatGeo Instagram accounts have their specific audiences, so each account posts unique content. By targeting various audiences and sharing curated content, National Geographic uses Instagram as its in-house marketing department.
NatGeo hits it out of the park when it comes to evoking emotion. Each account shares images that inspire viewers and encourage emotional connections between viewers and the imagery.
What Does the National Geographic Instagram Strategy Teach Us About Marketing?
In many ways, National Geographic is a pioneer in the travel industry.
Over the past 100 years, National Geographic has provided avenues for people to see animals, nature, and communities on the opposite side of the world. Thanks to its talented photographers, journalists, and storytellers who produce high-quality stories, photographs, and video content, we’ve all experienced different cultures and ways of life.
Travel and nature content quickly became the way for consumers to see images and read stories from around the world. As a result, National Geography brought their magazines to stores and homes worldwide.
When social media became king, National Geographic followed suit.
How Did National Geographic Embrace Social Media Marketing?
Their team has perfected a marketing strategy that utilizes in-house photographers to create visually stunning Instagram feeds. From there, they built a massive social following (238 million followers), and kept their website visitors growing, following along with their campaigns and interacting on social media feeds.
National Geographic had a direct advantage when Instagram, an image-focused social platform, became the king of marketing for brands.
But the thing they do best? Evoke emotion, create connections, and inspire good. When a brand can do all three of these, there’s no social media goal or KPI out of reach.
Create & Launch a Powerful Instagram Marketing Strategy with Web Content Development
Social media isn’t going anywhere. There’s no doubt in our minds that brand survival in any industry depends on it.
Businesses still face significant challenges, particularly for those without 100 years of photographs to build a social strategy around.
That’s where we come in.
Web Content Development consists of a team of expert marketers, copywriters, and designers. We collaborate to create a robust social media strategy that will attract new customers and followers, create a brand story, and help businesses of all sizes and industries achieve their goals. Contact us today to get started on a custom social media strategy for your business.