Mashable Gets Into The Vertical Video Trend, Interviews Cronut Creator

Mashable is embracing a more mobile-friendly video format. The digital media website has published its first-ever vertical video, so viewers on mobile devices don’t have to turn their phones sideways to see the full-size clip.

Created by an in-house team and helmed by Mashable’s director of editorial video Mike Schmidt, the publication’s first vertical video was created to accompany an article by food reporter Sarah Spigelman Richter. Richter interviewed world-renowned chef and creator of the cronut (a portmanteau that = croissant + donut) Dominique Ansel, who offers an exclusive, after-hours, eight-course dessert tasting. Mashable’s editorial vertical video shows how Ansel personalizes each dessert item according to the patron’s first word, first kiss, and first heartbreak.

According to Mary Meeker’s 2015 Internet Trends report, vertical video now accounts for 29% of the total time spent on screens by consumers. Mashable’s move to include vertical video reflects this increased interest and viewing of videos on smaller screens; a Mashable rep said over 50%

of the brand’s monthly views now come directly from mobile.

“Phones are the dominant device for content consumption with the young, digital generation, and with our new vertical video player, we’re bringing video to our community in an aspect ratio that’s native and natural for mobile,” said Darren Tome, Mashable’s VP of Product Management, to AdWeek.

While Mashable is one of the first digital media publishers to use vertical video, Snapchat currently has the leg-up on the visual format. The ephemeral messaging app adopted vertical video at its inception, and the app has now launched a branded content agency called Truffle Pig, which will offer clients vertical video ad development.

You can view Mashable’s first vertical video within the publication’s accompanying article.