Nat Geo, the nature, science and factual entertainment brand controlled by Disney, is turning to creators as it seeks to establish a digital presence that spans across 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 fields. Creators will have access to brand events and activities related to Nat Geo’s signature Earth Month initiative; The next installment from James Cameron Secrets privilege, Bee secrets; and Lionamong other programs, and will also be able to travel with National Geographic Expeditions and National Geographic Journeys.
At the same time, Nat Geo will gain exposure to its brand and programming through creators, as consumers increasingly turn to these platforms for short-form factual entertainment. The inaugural program will last for six months, after which participating creators will be considered for ongoing opportunities with Nat Geo, including marketing and programming activations.
“The way audiences discover and connect with real-life stories continues to evolve,” said Tom McDonald, executive vice president of content at Nat Geo. “National Geographic has always believed not only in the power of storytelling, but also in supporting the storytellers behind it. Supporting the next generation of voices in science, exploration and adventure keeps the genre ambitious and relevant, bringing a new generation of audiences to the Nat Geo ecosystem.”
The inaugural Nat Geo Creator Collection will include nature and wildlife creators Maya Higa and Makayla Wagner; science innovators Ethan Penner and Maynard Okereke; travel and adventure creators Jordan Kahane, Tanya Badillo, and Paige Tingy; And the creator of history, Dr. Tenninger Kellenbarger.
The program is moderated by Ayman Ahmed, Vice President 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. “This legacy has helped build one of the most widely engaged and followed communities in social media today. Working alongside these eight exceptional creators represents an exciting opportunity to expand Nat Geo’s storytelling, connect with new audiences, and invest in the next generation of impactful nonfiction storytellers.”
