Today we’d like to introduce you to Rafer Weigel.
Hi Rafer, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I started my journey in the world of media as a TV journalist, first writing for the Chicago Sun-Times and then covering sports for the Los Angeles Times. It was a wild time—right when the internet began shaking up traditional newspapers, and layoffs were happening left and right. When I got let go, I decided to pivot into TV news, which was already facing its own challenges with shrinking ad revenue and plummeting viewership.
In 2005, I scored a weekend gig at KUSI-TV, commuting from LA to cover everything from auto shows and pumpkin patches to festivals and breaking news. That led to a full-time role as a general assignment reporter at KOVR in Sacramento. My ride up the ladder continued—moving to CNN Headline News as a sports anchor for The Morning Express with Robin Meade, and then back home to Chicago as the weekend sports anchor for ABC 7.
Eventually, I realized my true passion was for storytelling and journalism, so I headed to St. Louis to work with Fox 2, and later, I became an anchor for Fox 32 Chicago. But the lure of San Diego was just too strong, and three years ago, I returned to the sunny coast to join KUSI-TV again as an anchor and reporter.
Then, in November 2023, everything changed—Nexstar bought KUSI and the media landscape shifted dramatically. With their reputation for downsizing and consolidating, I saw the writing on the wall. The layoffs kept coming, and I knew it was time for a new chapter altogether.
My turning point came through a contract gig at a startup helping veterans get disability benefits from the VA. We grew that company’s revenue by 300%, simply by honing our video content strategy and putting the CEO on camera every single day. Pair that with targeted Meta ad strategies, and suddenly, the company was making massive profits. That’s when I realized the power of social media video—it’s a game-changer for brands, delivering your message to your ideal audience at a fraction of the cost of traditional ads or local TV commercials, which are often hard to justify with such low viewership.
So, in April this year, my fiancé Angel Russell and I launched Made U Look Media (www.madeulookmedia.tv). We’ve been creating engaging, impactful video content for individuals, businesses, and nonprofits, and I can honestly say—it’s been the best decision of my career. I’m passionate about helping brands tell their stories through video, and I can’t wait to see where this journey takes us next!
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Honestly, it hasn’t always been a smooth ride. We’ve lost a few clients along the way—some got impatient because they didn’t see instant growth in the first month. That’s a common misconception. Building a loyal following from scratch is a three-month process, minimum. When brands expect to see immediate sales after just one month, they’re missing the bigger picture. It’s short-sighted and sets them up for frustration.
And I’ve heard people say, “We need to cut from the budget.” But here’s the thing—cutting marketing and social media marketing, in particular, is a huge mistake. It’s the last place any brand should pull back. Social media has now overtaken websites as the primary place potential customers go to learn about a brand. And video? It’s the ONLY way to make people stop scrolling.
After just one month, the key metrics aren’t just sales—you should be looking at engagement, website clicks, and overall interaction. New studies show it takes around 17 touchpoints to turn someone into a customer. If you’re not posting high-quality, storytelling videos that grab attention, pique curiosity, and keep viewers interested, you’re losing market share to your competition. In my opinion, investing in great video content is a MUST—those who don’t will eventually get left behind.
Here’s another thing I’ve noticed: brands with in-house marketing teams often overcomplicate the process. I get it—it’s a way to justify their salaries. But with social media content, it’s simple: Get the audience’s attention. Hold it. Encourage interaction. And always stay on-message. That’s it. If you have a creative team behind your content that understands your brand’s mission and creates engaging stories, success is pretty much inevitable. Don’t overthink it. Just keep it clear, compelling, and consistent.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
At Made U Look Media, we specialize in creating short-form video content for social media that really captures attention. Our philosophy is simple: high-quality content delivered in high volume. Why? Because gaining traction online requires consistency and frequency. Brands need to be posting regularly, at the right times, to stay top of mind.
And here’s the exciting part—our videos don’t have to be Hollywood productions to be powerful. They just need to tell a compelling story or stop viewers in their tracks. That’s what our team of talented editors and videographers are experts at doing. We craft content that engages, resonates, and drives results.
While we’re proudly based in sunny San Diego, we serve clients across the country. We often fly out every few months to gather fresh footage, making sure each project stays authentic and dynamic. We also offer remote services—an affordable option that still delivers the same impactful results.
And here’s a cool statistic: our clients’ videos average between 12 to 18 seconds of watch time—that’s huge! Compared to the typical 5-second attention span online, our content truly stands out and keeps viewers engaged.
Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
Leaving TV news was one of the biggest risks I’ve ever taken. I was still under contract with a guaranteed job—my safety net—but I kept asking myself, “What happens after that?” Stepping into the startup world was a gamble, but it turned out to be the most valuable learning experience of my life. It taught me everything I know now about building a brand through social media, CRM strategies, and connecting with audiences in a way I never imagined.
Going all-in as an entrepreneur, especially while supporting a family, is definitely a leap of faith. I like to say I quit my traditional 9-to-5 to work 24/7, but honestly, it’s incredibly rewarding. The freedom to create, innovate, and shape my own path has been worth every bit of the uncertainty. It’s a challenging journey, but one I wouldn’t trade for anything.
Pricing:
- Social Media content starting at $500/month
Contact Info:
- Website: https://www.madeulookmedia.tv
- Instagram: https://www.instagram.com/madeulookmediacrew/
- Facebook: https://www.facebook.com/MadeULookMediaTV
- LinkedIn: https://www.linkedin.com/in/rafer-weigel-mediaman/
- Youtube: https://www.youtube.com/@madeulookmediacrew
Image Credits
Taken by me
