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 NationalGeographic.com, 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…

To get immediate access to the rest of this article and read more about National Geographic’s and other companies’ social media strategy, sign up for a free Strategy Membership using the Join for Free button below. If you’re already a member, please sign in.

 

Want to read more?
Unlock Free Strategy Membership

Complete your free registration now to access this story and more in-depth reporting, data, and analysis

Already a member? Sign In