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30sec - 60sec - 90 second video... what's the fuss about? is shorter better?

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 something is changing, audiences are being inspired and engaged by better content. Longer format = more emotional storytelling = longer viewer retention = better brand engagement. I'm all up for that... let's be brave and return to long format advertising... perhaps episodic? ;-) Freelance Filmmaker London of choice www.maximilianwhite.com

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