Imagine being followed by 90 million people.
That’s the daily honour of a bunch of avid photographers; except they’re no average shutterbugs… they snap for National Geographic.
To put this incredible achievement into perspective, National Geographic now has more Instagram followers than Nike, Katy Perry, Real Madrid, J-Lo and Rihanna. Lionel Messi is only a couple of spots ahead of the American magazine, with 97 million followers. NAT GEO is the only ‘quality’ insertion in the top 20 most popular Instagram accounts.
According to Shareablee, the social data analysts, National Geographic has been ‘the most engaged social media brand’ for four consecutive years.
So how do they do it? By enabling 140 photographers to run the Instagram account, not a trendy New York office.
Jonathan Hunt, Senior Vice President of Digital Content and Audience Development, said: ‘What you don’t want is this over-filtered Instagram experience. The magic of the Instagram channel is the fact that you have raw access to a photographer while they are in the field. It must be real-time and tell the story of what is happening at that very moment.’
Click here to see the world through the lens of National Geographic.