Nat Geo, the Disney-controlled nature, science and factual entertainment brand, is turning to creators as it seeks to carve out a digital presence that will span the platforms that increasingly dominate consumer attention.
The company is launching what it calls the “Creator Cohort,” an initiative that will see the company work with eight creators on Instagram, TikTok and YouTube who create content spanning nature, science, history, travel, wildlife photography and other areas. The creators will gain access to brand events and activations around Nat Geo’s signature Earth Month initiative; the next installment of James Cameron’s Secrets Of franchise, Secrets of the Bees; and Lion, among other programming, and will also be able to travel with National Geographic Expeditions and National Geographic Journeys.
Nat Geo, meanwhile, will gain exposure to its brand and programming through the creators, with consumers increasingly turning to these platforms for their short-form factual entertainment. The inaugural program will run for six months, after which the participating creators will be considered for ongoing opportunities with Nat Geo, including marketing and programming activations.
“The way audiences discover and connect with nonfiction storytelling continues to evolve,” said Tom McDonald, executive VP of content for Nat Geo. “National Geographic has always believed in not only the power of storytelling but also backing the storytellers behind them. Supporting the next generation of voices in science, exploration and adventure keeps the genre ambitious and relevant, bringing a new generation of audiences into the Nat Geo ecosystem.”
The inaugural Nat Geo Creator Cohort will include nature and wildlife creators Maya Higa and Macaila Wagner; science creators Ethan Penner and Maynard Okereke; travel and adventure creators Jordan Kahana, Tanya Badillo and Paige TIngey; and history creator Dr. Tenninger Kellenbarger.
The program is being led by Aiman Ahmed, VP of social media at National Geographic.
“For more than a century, National Geographic has been a leader in powerful, fact-based storytelling that transcends platforms and inspires curiosity around the world,” Ahmed said. “That legacy has helped build one of the most engaged and widely followed communities in social media today. Working alongside these eight exceptional creators is an exciting opportunity to extend the reach of Nat Geo storytelling, connect with new audiences, and invest in the next generation of influential nonfiction storytellers.”
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