National Geographic’s Instagram account, @NatGeo, has surpassed 100 million followers on the photo and video-sharing social platform, becoming the first brand to ever surpass 100M.

The @NatGeo account, whose creative control is largely in the hands of a number of National Geographic’s contributing photographers, shares the rare and incredible sights they encounter on a daily basis and has been delighting audiences with the work of these amazing photographers for years.

This week’s milestone celebrates the special community between the tremendously talented photographers and the passionate fans who love their work, as well as National Geographic’s legacy of visual storytelling.

National Geographic Partners chairman Gary Knell said: “National Geographic and photography have gone hand-in-hand since we first published photos in our magazine back in 1889.

“We were considered cutting edge then, and through Instagram, we are finding new ways to blaze trails in visual storytelling 131 years later.

“Driven by our passionate fans and tremendously talented photographers, we are using Instagram to showcase our world through breathtaking images that inspire people to care about the planet.

“We are grateful and encouraged that 100 million people want National Geographic at their fingertips”.

Lila King, Head of News Partnerships at Instagram, said: “National Geographic set the bar long ago for visual storytelling that brings the world closer together.

“On Instagram, they’ve brought that vision to a whole new generation, and a global community.