There’s always a story behind every picture: How Nat Geo took their storytelling to the digital world

Friday: Collaborate and Innovate FROM THE DESK OF MILES EVERSON: Everyone has a story. And nowadays, there’s a multitude of platforms you can harness to share your story with others. One of those platforms, which just so happens to be the most obvious, is social media. In today’s digital era, it would be surprising if your brand has not yet established its presence online through various social networking sites as most businesses now use these platforms to share news, stories, and updates. Keep reading to learn how storytelling can help expand your business’ reach online. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

There’s always a story behind every picture: How Nat Geo took their storytelling to the digital world One of the many challenges of brands today is adopting new trends and technologies. Many brands that have not done this struggle to keep up with the times. This 130-year-old organization, however, has found a way to remain relevant in the digital age. NATIONAL GEOGRAPHIC A non-profit educational organization founded in 1888, they have committed to studying and providing knowledge in matters such as archaeology, natural science, history, and geography. They are most well-known for their long-running National Geographic Magazine, which has become one of the most popular and important publications in the world. How does an organization that began in the era of print publications continue to create engaging content in the digital age? By using a platform that helps them engage with the widest possible audience— SOCIAL MEDIA! National Geographic’s social media campaigns used decades worth of insightful content from their magazines and TV channels. Their content includes captivating photos taken by their award-winning photographers and footage from their documentaries. This allows them to tell hundreds, if not thousands of stories across different channels! National Geographic is an organization committed to storytelling, and going digital has greatly helped them reach a wider audience. Currently, some of their social media platforms include Facebook, Snapchat, Twitter, and Instagram. Each one publishes content catered to the target market of each platform. For example, their Snapchat account publishes high-energy content fit for a younger audience! Among these four social media platforms, their Instagram page has the most followers, with 136 million and counting! Instagram’s unique features and interface made it the ideal social media app for National Geographic, allowing them to share captivating photographs that tell deep and interesting stories. The best part? This account is run by their photographers, who post their best images instantly for millions to see! National Geographic’s Facebook page has over 46 million likes, and serves as a multi-content sharing platform. Users can read engaging blogs and share videos to their friends! Live video events are hosted every now and then, giving Facebook users another way to interact with the whole community. National Geographic uses Snapchat to feature content that is easily accessible, short, and interactive—appealing to a younger audience! National Geographic’s Twitter account has 23.9 million followers and offers bite-sized versions of their content. This includes a mix of short informative video snippets, gifs, and images you can instantly retweet! Storytelling is an important part of digital marketing. It allows brands to craft high-quality, unique, and engaging content. Stories told through posts and blogs help the brand connect with their followers on a deeper level. When combined with fascinating imagery, these stories do more than just provide facts—they give people a sense of wonder and curiosity. With effective storytelling on social media, brands have a powerful tool to promote their message and generate a good amount of online traffic. National Geographic’s storytelling stands out from other brands because their content is designed to inform and educate. … About things like different wonders of nature, famous locales, natural phenomena, and even wildlife… Each picture and video tells a powerful story that keeps the audience engaged. It piques curiosity, making them want to discover more content. Great storytelling can only be done by providing quality content in various forms like blogs, images, or videos. Whichever way you choose to tell the story, the important thing is the medium must also be consistent with your brand’s message. If done right, these stories help create a dialogue with your online community and make it grow even more. Like National Geographic, you can give your audience a place to interact and communicate. Remember to stay true to your brand, just as National Geographic did while using storytelling to remain relevant for the new generation. Hope you’ve found this week’s insights interesting and helpful. Follow us on LinkedIn. Stay tuned for next Friday’s Collaborate and Innovate! Learn more about Personalized Content Marketing on next week’s Collaborate and Innovate!