National Geographic turned the social media keys directly to its photographers – they follow basic rules and post directly to National Geographic’s Instagram Page. This has been incredibly powerful and has made National Geographic the biggest brand on social media. With 41 million followers on Instagram (not quite Kim Kardashian, but close) National Geographic has a bigger social media following than the World Wide Wrestling Fund, the NFL, the NBA and Victoria’s Secret. Story-telling is authentic and powerful and beautiful and reaches the millennial generation because issues like the environment, climate change, species preservation and conversation resonate with them. Monetising some of the content is still a challenge!