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The major impediments to the creation and use of video online have, until recently, been understood to be technical, involving the high computational demands of video and its bandwidth requirements. These are no longer issues, and we have seen, in the last 5 years, an exponential explosion in the presence, role and use of video online. However, the majority of the services, platforms, protocols and uses of video online have retained an industrial model of what video is a format and media object. This has meant that in relation to video what has been emphasised is the making, dissemination and sharing of whole, singular, video objects. In this context Web 2.0 and social media systems and services have been built that have tended to place these services ‘outside’ of and around whole videos without troubling how we or what we think video as a practice, form or object might be as a genuinely digitally defined social media thing. This has possibly hindered the development of new media forms that might develop if the qualities of social media and Web 2.0 became part of the ‘inside’ of video. This paper will be a speculative investigation into what such a ’social video’ might be to propose theoretical prototypes that can then inform critical development of online video services and archives.