Nat Geo’s “creator cohort” is its next step forward on Instagram, TikTok, and YouTube

National Geographic has a long history in the online video world, and its latest move in that space aligns it with current creator marketing trends. The 138-year-old publication known as Nat Geo has announced the formation of a “Creator Cohort” that will post nature, science, history, travel, and wildlife content across platforms like Instagram, TikTok, and YouTube.

Nat Geo’s Creator Cohort is its take on the influencer-based programs that have become common social media conduits for top consumer brands. Best Buy, Starbucks, Ulta Beauty, and Home Depot are four brands that have launched their own creator collectives within the past year.

For its take on the concept, Nat Geo is teaming up with some familiar faces. Maya Higa, the streamer noted for her conservation efforts, is part of the Creator Cohort. So too are “Hip Hop MD” Maynard Okereke, adventure photographer Paige Tingley, and archaeologist Dr. Tenninger Kellenbarger. These creators — plus four more in the initial group — will gain access to Nat Geo activations and will integrate themselves into the brand’s programming.

The Hollywood Reporter noted that the initiative is being led by Nat Geo VP of Social Media Aiman Ahmed. “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.”

Nat Geo’s digital presence has long been led by its popular Instagram account, but it has also dabbled in branded web series, kid-friendly programming, and other forms of YouTube-based storytelling. As periodical sales continue to dwindle, the long-running nature publication has no choice but to continue upping its investment in social media voices. That need has led it to the expanding territory occupied by corporate creator programs, which are serving as entry points into the “must buy” that is the creator economy.

Creator Cohort members will get some bonus perks as well. They’ll be able to go on globetrotting adventures through the Nat Geo Expeditions initiative, so if you see your favorite science or nature creator posting from some far-flung corner of the world, you’ll have a good guess as to who sent them there.