Over 4 billion hours of video are watched every month on YouTube. Over 700 videos are shared on Twitter every minuteI. 6 seconds video platform Vine is now the most downloaded app in iTunes… Video content drives communities, commerce and increasingly CMO’s agenda. But can brands and their agencies, who have been making ads for over 60 years, succeed in creating engaging, shareable online content that doesn’t look like a regurgitated commercial yet delivers any kind of marketing value? This short paper, written in a unique collaborative spirit with contributions from Coca-Cola, Energizer, Asatsu-DK, eYeka, Unruly and ThisMoment offers an introduction to creating, predicting and amplifying social videos that work for consumers AND for brands.