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Forty-six years ago something happened that changed everything: the first men walked on the moon. An estimated 600 million people watched live coverage of the rocket hurtling towards the moon, landing (with about 20 seconds of fuel left) and those infamous, bounding steps.

The footage of Buzz Aldrin and Neil Armstrong became testimony to one of humankind’s greatest accomplishments, but would the world have been as fascinated without that live footage? Reading about it in the newspaper the next day wouldn’t have had the same pull. A news report featuring interviews with experts wouldn’t have been as enthralling. Video brought it to life and made real an event that many people would never have imagined happening.

That was just the start of video allowing us to see the world – and ourselves – differently.

Who hasn’t seen video footage of the fall of the Berlin Wall, the 9/11 terrorist attacks, Martin Luther King Jr.’s “I Have a Dream” speech, or even the closing scenes of the Sopranos? Most of us weren’t there, but it brings us one step closer to feeling that we were. Video has the power to transport us to a point in time and inspire a particular emotion, in a way that is truly special.

The business world has harnessed the power of video, especially when it comes to marketing. Google “top marketing videos” and you’ll spend an enjoyable few minutes re-living the Evian ‘Baby & Me’ commercials, Jean Claude Van Damme doing the splits on two reversing Volvo trucks, or Blendtec’s ‘Will it blend?’. These videos tell us what the organizations can offer in a way that’s accessible, entertaining, and memorable. That’s something that 400 words of text just can’t do.

By 2017, Cisco predicts that video will account for almost 70% of internet traffic. Put another way, businesses who fail to tap into video’s potential will fail to reach 70% of their market. With YouTube reportedly receiving one billion visitors per month, and a host of other well-known platforms to upload videos for public consumption, it’s never been easier to advertise your product.

With technology that makes creating professional quality marketing videos relatively easy, the million-dollar-question today is ‘how do you make the next viral commercial?’. What makes a video shareable? If the product or service you offer isn’t as exciting as the next iPhone, this can seem like an almost impossible task.

Take a look at the adverts listed above: water, a truck, and a blender. Hardly innovative products that are guaranteed to get the masses talking. What is common is the marketers’  ability to look past the ‘ordinary’ nature of their offerings and communicate their passion for the brand. They have used video to give the company personality, to show what the product can make possible, and in short, to make the company a talking point.

Have you thought about using video to enable your company speak to consumers? With Qumu you have the power to create videos and live webcasts in-house. Contact us today to see how we can help.