TikTok Platform Development

During the pandemic, National Geographic recognized the need to meet younger audiences where they were spending their time and began building a presence on TikTok. I contributed to the launch and early growth of the platform by helping define its voice, experimenting with a wide range of short-form video formats, and identifying the types of stories that resonated most with Gen Z audiences.

Through ongoing testing, I generated insights into tone, pacing, and creative style that informed the brand’s broader short-form video strategy. These learnings not only shaped Nat Geo’s TikTok presence but also influenced content development across other platforms. By expanding into new formats, we diversified Nat Geo’s social offerings, created more accessible sponsorship opportunities, and laid the groundwork for future business growth in the short-form space. The impact was immediate: within its first year, National Geographic became one of the top 10 most-followed media TikTok accounts in the world.