For Electric Sound Bath, we have taken to the idea of video promotion for certain events, as well as videos sans text or context as a way (similar to GIFs) to catch the attention of eyeballs. Linear videos bring with them a sense of completion and a clear motive, however, in the handheld digital sphere, I feel like that is a detriment, rather than a benefit. 

It is my belief that as one uses a screen (especially on-the-go) mental engagement is limited, which makes a linear video less effective: think of your habits on the phone, particularly when you are biding time. Often times seeing something more active than a photo, but less cognitively draining as a story-driven piece will give pause and cause a visual lingering before ultimately swiping through.