How Did The National Geographic Video Use Media

National Geographic is known for its impressive visual content. How did it use it though to create a highly successful social presence?

There are non many brands that tin can explicate the power of visual storytelling as well as National Geographic, a media brand with a history of 128 years in science and photography that uses all its resources to create a compelling social presence.

Nadine Heggie, Vice President of Global Partnerships for National Geographic Partners Europe & Africa, offered an insight during Social Media Week on how the brand dominates social media with the employ of storytelling and the power of the community.

National Geographic is already reaching 730 million people each month, but according to Nadine Heggie, it was social media that fuelled the growth of the business, with a social footprint of 270.9 million followers, i.6 billion actions and an date that is 8x higher than any other media make.

What led to this success? Here are the five key points that whatsoever brand tin study when seeking social success.

1. Leading with the visuals

Instagram is the platonic platform for National Geographic to narrate a visual story and it reached 60 million followers past handing the business relationship to its contributing photographers, curating images from their assignments, or fifty-fifty their daily lives.

This led to stunning and accurate visual content that the audience appreciated, which encouraged the brand to experiment even more.

The next footstep was to drive conversation through visual storytelling, enhancing the participation to establish NatGeo'due south feed as an account more users would similar to follow.

In fact, National Geographic is amid the most popular accounts on Instagram, being surrounded by celebrities, which means that people are nevertheless interested in unique storytelling, provided that the brand can meet their expectations.

Resources

2. Invest in storytelling and storytellers

Storytelling cannot occur without a collaboration with photographers, filmmakers, journalists, or fifty-fifty scientists and explorers in the case of National Geographic.

The goal is to bring the feel closer to the consumers closer and powerful images can make it easier.

'Wild Life' with Bertie Gregory is another try of National Geographic to promote talent and characterize new and authentic stories, through a series of YouTube videos that bring the audience closer to nature.

The content is optimised for all social networks and this both provides new content, but likewise makes users explore places they wouldn't imagine.

3. Where, when and how consumers want it

Success in social media cannot happen if you don't understand your audition. National Geographic is determined to become where the users are, and its latest discovery is Snapchat.

Information technology partnered with Discover channel to experiment with a more playful vocalization and a new blazon of content, reaching a younger audience that is still interested in the make's unique storytelling.

iv. Exist flexible and adaptive

Flexibility may help your brand discover new platforms, or types of content that can offer new experiences to the consumer.

Facebook alive is another constructive method for National Geographic to bring its audience closer to authentic storytelling, with a significantly higher engagement comparison to other types of content.

For example, a recent example was a live video from two explorers from mount Everest, where users felt closer than ever to their experience, with the real-time date (likes, comments, shares) beingness impressive.

v. Lean into purpose

Storytelling should nevertheless have a bigger purpose, adjustment with the brand's goals, especially when it's well-nigh raising awareness on of import issues.

National Geographic frequently collaborates with ambassadors and photographers to highlight crucial bug that demand to be addressed and one of the examples was the successful entrada for World Bounding main Twenty-four hours.

The idea was to use all social networks to promote the 24-hour interval, using the power of social media to change the world.

"World Ocean Day" reached 77.vii million fans with storytelling and relevant content, while Snapchat'south content was seen by 7.8k viewers, using the platform'southward ephemerality for a expert crusade.

Why a brand should utilise storytelling

You don't have to be National Geographic to tell a good story. Any business organization tin stand up out with its own story, provided that it's showcasing its authenticity.

Social media users capeesh branded content that is genuine and unique and storytelling can increase the chances of turning a visitor into a loyal customer.

What makes storytelling powerful is the ability to help a brand go beyond its promotional content and rather employ a story every bit a way to draw more than about its values, its goals, or its company culture.

People feel closer to a make that tin can build an emotional connexion with them and storytelling is a great manner to achieve information technology.

Storytelling in branded content tin:

• bring a human being element to a make
• build trust
• create a human relationship
• brand content interesting
• help repurpose older content
• provide new creative opportunities
• help a make stand out

It'southward of import to call up that in that location are no set of rules on how you should tell your ain story through your brand. All you need is the inspiration to showcase what makes you stand out.

How Did The National Geographic Video Use Media,

Source: https://www.searchenginewatch.com/2016/09/23/how-national-geographic-uses-visual-storytelling-to-stand-out-in-social-media/

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