National Geographic is an iconic, 130-year-old brand with a TV network, magazine, travel agency, e-commerce store and philanthropic arm. It also has tens of millions of followers across its social network accounts.

Social media is a main source of traffic to National Geographic’s website, says Mia Vallo, vice president of analytics. Facebook, for example, drove more than 15% of visits in April 2018 to, according to digital measuring firm SimilarWeb Ltd.

But pushing traffic isn’t the main objective for the brand’s social media accounts; instead National Geographic aims for its social media presences to showcase content that its audience wants to consume. For example, because National Geographic’s users tend to engage with animal-related posts, the brand’s posts often include…

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