Little Monster Media Names Jonathan Weilbaecher SVP Of Strategy And Audience Development

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Little Monster Media, a four-year-old audience-building agency for creators and brands in the online video space, has announced its latest hire.

Jonathan ‘Wally’ Weilbaecher has joined the company as SVP of strategy and audience development. In this role, Weilbaecher will oversee a portfolio of clients that Little Monster assists in all aspects of their YouTube strategy, including content development, production, audience development, and channel management. He will also lead the teams that manage Little Monster’s consulting and channel management clients.

A digital vet, Weilbaecher has previously held roles at top MCNs like Maker Studios and Studio71, where he helped creators improve their performance and audience growth, and also strategized digital campaigns and platform presences for linear brands like of The Tonight Show and Lip Sync Battle. He most recently served as VP of audience development, West Coast, for Group Nine Media, with a specific focus on building best YouTube practices.

“As we are creating and distributing more and more content on YouTube for mega-brands from our Monster Studios team, we wanted the top experts in the field to ensure those videos reached massive audiences,” Little Monster co-founder and CEO Matt Gielen tells Tubefilter. “Having Wally spearheading this effort to develop and create cutting-edge YouTube content that is designed to build audiences is a perfect fit.”

All told, Little Monster says it has helped generate 30 billion total views for clients like Ryan’s World,, Mythical Entertainment, Viacom, Condé Nast, Nickelodeon, MTV, Comedy Central, and the BBC.

The company’s most recent launch is Monster Thumbnails — which it unveiled after testing more than half a million thumbnails over the years — to find out what works and what’s going to be ‘the next big thing’ in thumbnails in positioning. The product is available to all creators via scaling monthly subscriptions — from $165 for 10 thumbnails to $550 for 50. All of the thumbnails are made by Little Monster’s graphic design team and reviewed by senior strategists.

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Amid Push To Build Platform, Editor ‘VSCO’ Will Now Let Members Publish Videos

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VSCO, a photo-editing app favored by the influencer set, has today added the ability to post videos to its own burgeoning platform. The ability to share videos is only available to VSCO members, who pay $20 annually for access to the app’s complete preset library and editing tools. (Non-subscribers have limited access to presets and tools, but cannot edit or post videos).

The launch is part of a larger mission for VSCO, which, in addition to serving as a utility for content posted elsewhere, is aiming to become a thriving platform itself. Its key differentiation, for now, from the platform it is most frequently associated with — Instagram — is that VSCO is devoid of ads, as well as devoid of public-facing likes, comments, and follower counts in a bid to foster a judgment-free community.

Videos have previously been able to be edited by VSCO subscribers — and the company says video editing usage has doubled over the past year. What’s new here is the ability for users to post clips to their VSCO feeds. The company also notes that this marks the first time audio will exist on VSCO, and it remains to be seen what types of usage or content trends take hold. That said, VSCO doesn’t offer the ability to add AR effects, text overlay, or music to videos in the vein of competitors; instead, its editing capacities are relegated to the same presets and filters it offers for photos.

VSCO says it counts over 20 million weekly active users. In its quest to become a leader in the video editing field, the company last month announced its acquisition of Rylo — a manufacturer of compact cameras renowned for their video stabilization tech. Rylo has also been working on mobile video editing tools. VSCO also operates DSCO — a GIF creation tool that it says is one of its most popular features.

The video-publishing feature is rolling out globally for subscribers today on iOS, before arriving on Android in coming weeks. VSCO also says it’s readying additional video tools, including the ability to ‘favorite’ and ‘repbublish’ videos. (Republishing is resharing someone else’s video on your feed — a feature that has long been requested on Instagram but has yet to be deployed).

You can check out some video-editing tips — as well as some of the different presents tools that VSCO offers — courtesy of senior product manager Katie Steigner right here.

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