Inside the Mind of Jake Paul’s editor, Ethan Gilbert

~Matt Emma

Ethan Gilbert isn’t just editing viral videos — he’s helping architect one of the most successful influencer-driven media operations in the world. As Lead Social Media Manager and Video Editor for Jake Paul, Ethan has been instrumental in shaping content that has driven billions of views and impressions across YouTube, TikTok, Instagram, Snapchat, Facebook, and even global platforms like Netflix.

However, Ethan’s story isn’t one of overnight success or celebrity connections. It’s a story of consistency, creativity, and the belief that if you work hard enough, even a kid from a small town in Wales can help shape global media.

From fan to creative powerhouse

Ethan’s path to editing for Jake Paul didn’t start in a studio. It started in his bedroom. A lifelong video obsessive, he was the kid who always had a camera in hand. After studying Film and Media in college, then Film Production at university in Bristol, he honed his craft, particularly in editing, where storytelling, pacing, and precision quickly became his strengths.

Then came 2020. The world shut down, and Ethan doubled down.

“I couldn’t go out and shoot, so I stayed in and edited,” he recalls. “I was deep into combat sports, and I started making unofficial fight trailers. I uploaded everything to YouTube, hoping the right eyes might find it.”

They did.

A member of Jake Paul’s team came across one of Ethan’s edits and reached out, asking to use it. That moment opened a rare door. He was invited to apply for an official role — part of a highly competitive hiring process with thousands of applicants from around the world. Eventually, Ethan got the message that changed everything:

“Yo, your submission was great. We’d love you to be part of the team.”

Inside the workflow: what it’s really like

Today, Ethan is at the center of a billion-view machine. His work touches everything, from Jake Paul’s daily vlogs to high-stakes content for Netflix, HBO Max, DAZN, and more. He helped launch W, Jake’s personal care brand, which became the #1 selling men’s care product in its category at Walmart during launch. He’s also contributed to ongoing campaigns for Most Valuable Promotions (MVP) and Betr, Jake’s sports media and betting company. Most recently, Ethan led creative on the digital rollout for Jake Paul vs. Mike Tyson on Netflix — the most-streamed sporting event in history, with over 108 million live viewers.

He also led the creative execution of Jake Paul’s 2024 endorsement video for Donald Trump — a piece that earned over 40 million views and was widely shared across social media by high-profile figures like Elon Musk, Caitlyn Jenner and Donald Trump Jr. The video sparked conversation across generations and is believed to have contributed to increased youth voter turnout, showing that Ethan’s content doesn’t just entertain — it influences real-world behavior.

However, behind the glamor is hard work!

“Deadlines are tight. Expectations are sky-high. You’re editing content that millions will see within hours,” Ethan says. “There’s no room for second-guessing. You just have to trust your instincts and move fast.”

The workflow is a mix of speed, strategy, and subtlety. A single video might include:

• Multi-platform optimization and content strategies (YouTube, TikTok, Instagram Reels, Snapchat)

• Thumbnail direction, testing, and optimization

• Sound design and pacing for emotional storytelling

• Content scheduling and audience targeting across Gen Z demographics

• Creative direction across multiple campaign rollouts

“It’s not just about editing.” Ethan explains. He plays a key role in shaping Jake Paul’s overall content strategy — from planning and creating to rollout and performance. His work combines creative instinct with platform precision, helping lead one of the most-watched digital brands in the world.

The social media empire of Jake Paul

Jake Paul has evolved from a controversial YouTuber into one of the most influential digital entrepreneurs in the world — blending entertainment, business, and combat sports into a cross-platform empire. With over 73 million followers across social media and billions of views generated each year, his brand has become a blueprint for how creators can scale influence into enterprise.

In 2024, Jake headlined one of the most talked-about sporting events in streaming history: Jake Paul vs. Mike Tyson on Netflix. The fight drew over 60 million households, (108 million live viewers), becoming the most-streamed sporting broadcast ever. In the lead-up, Jake’s promotional company, Most Valuable Promotions (MVP), orchestrated a cross-platform campaign that flooded social media — from high-engagement TikToks to creator collabs, a Netflix docuseries, and custom fan activations — generating billions of impressions worldwide.

Jake’s influence extends far beyond the ring. He partnered with CELSIUS Energy Drinks, integrating the brand into training content and event marketing. He also launched W, his men’s personal care line, which quickly became the #1 seller in its category at Walmart. His venture capital firm Anti Fund supports next-gen startups across tech and consumer goods. And through his nonprofit, the Boxing Bullies Foundation, he champions anti-bullying initiatives by empowering young people through boxing.

Behind the scenes, a small, elite team powers this content engine — and Ethan Gilbert is one of the key creative minds making it happen. From shaping platform-specific strategy to overseeing viral rollouts, he’s helped translate Jake’s brand vision into a global media footprint with billions of views.

From Wales to the world

Ethan is still based in the U.K., operating remotely at the highest level of global media. His work proves that a laptop, vision, and persistence can take you anywhere; even to the heart of one of the world’s most influential digital brands.

“I didn’t have a foot in the door. I built my own,” he says. “No shortcuts, no secret handshakes, just pure output. That’s what got me noticed.”

What’s next?

Ethan’s focus moving forward is to continue scaling Jake Paul’s media presence — launching campaigns that shape culture, drive engagement, and set new standards for digital storytelling in the U.S. market.

He hopes to continue contributing to the U.S. entertainment space in even greater ways — taking on larger creative roles, shaping digital campaigns from the inside, and helping lead the next generation of creators breaking through the noise.

But no matter how far he goes, his message stays the same: “You don’t need permission. If you’ve got a story, tell it. Put it out. Keep going until the right person sees it.”