Social Video, Trends & Insights

9 Publishers Who Love Vertical Video…Or Pretend To

By Sydney M. Wolff | Dec 15, 2015


Vertical video is rapidly gaining popularity, and publishers are working to meet the demand for this social media-inspired format. It’s becoming more and more common amongst publishers who are trying to win over their millennial audience. Snapchat has added additional publishers to its vertical video platform, Discover, and major publishers like Hearst have even launched straight-to-Snapchat content. Creating videos in both standard and vertical format requires a large amount of time and resources, but publishers are starting to invest more readily in vertical platforms. Many are even producing vertical video for their native sites and apps. So which publishers have really committed to incorporating vertical video into their strategy?

1. Mashable

Mashable has seamlessly adapted their standard content for vertical videos in Discover. Unlike early-stage Snapchat Discover content that was merely videos cropped for a vertical format, Mashable’s videos are tailored for a vertical screen. They have also created vertical video for their desktop and mobile sites.

2. Refinery 29

Refinery 29’s video content on Discover goes above and beyond in terms of vertical formatting. The trend, beauty, and fashion based stories include quizzes, articles, and expanded videos that are all optimized for vertical viewing.

3. Buzzfeed

Buzzfeed’s channel offers endless vertical videos that were born for this format. The Buzzfeed app still mainly features standard format videos, but it’s begun to show more attention to vertical video through the unique content on its channel.

4. Comedy Central

Comedy Central produces primarily video for its Snapchat Discover channel, and the majority in vertical format. Comedy Central’s content is well suited for a vertical format, with the variety of comedians that grace the channel fitting nicely in a vertical frame.

5. Daily Mail

Daily Mail does an exceptional job tailoring news clips and photos for a vertical format. Most of the video it uses was filmed in landscape mode, then reformatted for vertical. Videos are also shorter with added text and graphics to better engage the Snapchat audience.

6. National Geographic

National Geographic is taking full advantage of its large library of beautiful videos and images for the vertical format. It’s been successful in maintaining its familiar brand, but reoriented and tailored for vertical viewers.

7. Tastemade

From interviews to recipes, Tastemade’s Discover channel may have some of the most well designed content fit for your smartphone. Many videos on the site use a square format, and can easily be adapted for vertical.

8. Sweet

Hearst’s Snapchat channel, Sweet, features content created specifically for the platform. Sweet publishes stories about food, fashion, lifestyle, music, and other topics similar to its sister sites including Harper’s BAZAAR and Elle. Hearst’s commitment to the vertical format is clear in its decision to launch the new brand explicitly for Snapchat and social media.

9. Food Network

The Food Network’s Snapchat channel also fully embraces the vertical format. Its content is distinct from what you see on the network and employs both text and graphics to make it marketable to the Snapchat audience.
There’s still ground to cover before publishers are completely onboard with vertical video, but the fact remains that it’s difficult to cater to all audiences using just one format. Checking out the latest additions to Snapchat’s Discover portfolio, it’s obvious that publishers are working towards figuring out how vertical video can work for them. From food to news to fashion, publishers are recognizing the need for vertical. The adoption may not be quick, but it’s inevitable that publishers are falling in love with vertical videos—or at least pretending to.

Sydney M. Wolff