Nine months ago, The Washington Post revamped its video offering, changing the strategy from daily shows and longer form storytelling to vertical video and explainer formats.

“Television on the web is not what we see the future of video as”, Micah Gelman, senior editor and head of video at the Post, told Journalism.co.uk in September 2015.

Since then, continued Journalism.co.uk in a story titled “Inside Washington Post’s online Video Strategy,” “the outlet’s video team has grown to 40 people and the Post has been experimenting with 360-degree video, augmented reality, Facebook Live and Snapchat, to name a few.

“But when it comes to video produced and hosted for its own platform, the Post’s approach is to avoid having what Gelman called “orphans” or standalone videos, without context.”

The report, in part, also added:

“During a speech at the International News Media Association (INMA) World Congress in London a few weeks ago, he said the Post’s online video tends to always be featured as part of “larger package of content” that includes text, photos and graphic.

““Seventy-five to 80 per cent of video starts on washingtonpost.com come from videos embedded in article pages and in a primary position on the website,” Micah told attendees at the event.

““People are not coming to Washington Post in the morning, while they’re queuing for coffee, expecting from us a 13-minute video. We want to provide something that is short and relevant.””

(Gelman will be one of the featured speakers at Capitol Communicator’s PR Summit DC on June 10. He will be on a panel of news media professionals discussing fundamental changes in the way the media covers news.  You can check out the full agenda here.)