National Geographic has introduced its first ever ‘Creator Cohort’, a six-month, social-first initiative which sees the venerable brand collaborate with eight digital-native nonfiction storytellers across Instagram, TikTok and YouTube.
The programme brings together creators working in conservation, wildlife photography, science, travel and history, including Maya Higa, Macaila Wagner, Ethan Penner and others. The cohort will participate in brand events and tentpole programming moments, including Earth Month, the upcoming instalment of James Cameron’s Secrets Of franchise, Secrets of the Bees, and Lion.
According to National Geographic, the initiative reflects the continued shift in how audiences discover nonfiction storytelling, particularly on short-form and creator-led platforms. With more than 800 million followers across social media, the brand said it is expanding its work with independent digital creators as part of a broader strategy to reach younger and platform-native audiences.
“The way audiences discover and connect with nonfiction storytelling continues to evolve,” explained Tom McDonald, executive vice president of content, in a statement. “Supporting emerging voices in science, exploration and adventure helps ensure the genre remains relevant across platforms.”
Over the course of the programme, creators will collaborate with National Geographic on social activations and marketing initiatives. Participants will also have opportunities tied to National Geographic Expeditions, including travel experiences with National Geographic–Lindblad Expeditions and National Geographic Journeys, offered in collaboration with G Adventures. Following the six-month term, creators may be considered for additional partnerships spanning marketing and programming.
The Creator Cohort is led by Aiman Ahmed, vice president of social media, and Danny Clemens, senior manager of Social Media, and is executed in partnership with Blue Hour Studios, which is supporting strategy and activation. Ahmed said the cohort is intended to formalise relationships with digital-first storytellers and integrate them into the brand’s broader content ecosystem.
National Geographic Content operates as a JV between The Walt Disney Company and the National Geographic Society. Its portfolio spans global linear channels, documentary films and direct-to-consumer platforms including Disney+ and Hulu, in addition to its print, digital and social publishing businesses.
