With over 49 million followers, National Geographic has found quite a following on Instagram. It’s managed to become the top media brand as a result, and the No. 13 brand overall for the social media site. So it should come as no surprise that it wants to now increase that exposure with original programming.
As reported by AdWeek, the company confirmed through its NewFronts presentation this morning that it will launch 10 digital series this year, including its first one for Instagram, as well as regular digital channels, and virtual reality.
This expands on the company’s growing social footprint, following its pairing with 21st Century Fox last November. The newly announced move will help it expand even greater than it did last year, where it managed to garner 1.6 billion engagements, according to Claudia Malley, chief marketing and brand officer for National Geographic Partners.
In regard to expanding its reach on Instagram with original programming, Malley noted, “We get super-excited by the potential of social and the ability it gives us to connect with consumers and bring them along for the journey. … Now that Instagram is tracking views, it’s crazy. We have 15-second video clips getting three million views.”
The Instagram series is called MoviNG Pictures, following photographers around the world as they capture experiences for fans to be thrilled by. “You’ll travel the world with our photographers and have an intimate experience with them,” said Malley. It will make its debut this August during the National Parks’ centennial.
Other series are also in the works, via digital short-form, which will focus on science, travel and adventure, including a series called Before Mars, which will air on National Geographic Channel in November; Wild_Life, a series focusing on wildlife filmmaker Bertie Gregory as he seeks out coastal rain wolves in the Pacific Northwest; Get Out: A Guide To Adventure, which follows adventure experts as they explore the outdoors; and NG Gold, a series that focuses on “incredible moments” from nature, including a shark in an underwater volcano.
Virtual reality will eventually play a part with the company’s programming as well with NG VR Studios. “There’s a lot of folks launching VR, but what makes National Geographic VR different is that this is going to be in the hands of folks in the field,” noted Malley. “So we’ll be able to put our global community literally in the field with our explorers and scientists and storytellers. They’ll be on expedition with us: in King Tut’s tomb, or underwater, or looking into a volcano.”
So far, the company’s Facebook VR videos have gained a huge audience with over 30 million views.
Look for more details on National Geographic’s slate, as well as official launch details on its many series, in the months ahead.
