@NatGeo becomes first brand to reach the coveted number on social media platform.
National Geographic has become the first brand to reach 100 million followers on Instagram.
The @NatGeo account joined an exclusive list of most followed accounts including those of Beyoncé, Kim Kardashian-West, Justin Bieber and Taylor Swift.
To celebrate milestone, the account’s fans had the chance win a National Geographic Tanzania Photo Safari trip by sharing their most Nat Geo-inspired photos in a 24-hour contest.
Helena Mansell-Stopher, director of UK licensing at National Geographic, commented: “For a brand that is 131 years old, to keep moving with the times and reach such an unprecedented social following shows the power of telling the right story though the most amazing visual lens.”
The creative control of the account is largely in the hands of a number of National Geographic’s contributing photographers and shares the rare and incredible sights they encounter on a daily basis.
Gary Knell, chairman of National Geographic Partners, added: “Driven by our passionate fans and tremendously talented photographers, we are using Instagram to showcase our world through breathtaking images that inspire people to care about the planet.
“We are grateful and encouraged that 100 million people want National Geographic at their fingertips.”