"We are currently the most-followed media brand on Instagram in the world," Rajiv Mody, VP/Social Media at National Geographic, boasted to delegates at the 2017 South by Southwest (SXSW) Conference.
In bringing this big-picture claim into sharper focus, Mody demonstrated how Nat Geo – which is majority-owned by 21st Century Fox, and champions adventure, exploration, and scientific inquiry across content assets including a magazine, TV network, and various digital properties – has found a receptive audience on Facebook's photo-sharing platform.
To date, its Instagram account has secured:
- 76.9 million followers
- 3.7 billion "likes"
- 28 million comments
"The question is:...