D.C.-based National Geographic was among the first crop of publishers to crank out daily content for the Snapchat’s Discover section in 2015, reports Adweek, which added that in July, “the channel had 1.9 million subscribers, but with a new strategy that focuses on images, graphics and a streamlined design, Nat Geo’s subscriber total has since shot up to 5 million.

“Earlier this year, Nat Geo hired Jonathan Hunt from Vox Media as svp of audience development and digital strategy, tasked partly with revamping Nat Geo’s Discover channel. After spending a month reorganizing the publisher’s teams across social products and video and audience development, Nat Geo’s Discover channel relaunched on June 9 with a 10-person team—led by Stephanie Atlas—to focus on visuals and graphics.

““A lot of what we changed is in our storytelling approach and also design—we went from a place of fragmented storytelling where we were pulling together a bunch of different content streams across the organization to a more cohesive experience,” Hunt said. “We try to squeeze as much value out of a single item as possible.”

“So far, the initial results prove that it’s working. In addition to the growth of subscribers, the reset has doubled to quadrupled the number of daily unique users and completion rates that track how many consumers flip through all of an edition’s content has doubled. All told, the new strategy has increased Nat Geo’s revenue from Snapchat by 58 percent through a revenue-share program that splits ad money between Snapchat and Nat Geo.”

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