I have recently seen a comeback of the longer format, brands finally explore stories in more detail. Online platforms like Vice - have made cinematography meet documentary catering for the 'shorter attention spanned' audineces. It is true that there are different lengths for different purposes, Twitter, Facebook etc... short is great - however a many viewers on the go on their mobiles hardly digest 10 seconds unless it contains a cat or some POV recipe... sad but true... but