VSCO, the well-known photo and video editing application, has recently announced the acquisition of Trash, an innovative video editing app powered by artificial intelligence. This move signifies VSCO’s continued expansion within the video editing market.

The integration of Trash’s technology into the VSCO app is planned for the coming months, with the intention of simplifying the video editing process for its users. Trash, originally co-founded by Hannah Donovan and Genevieve Patterson, utilizes intelligent AI algorithms to analyze video clips and pinpoint the most compelling segments.

The app then automatically assembles these selected clips into a cohesive final video. Earlier in May, Trash introduced “Styles,” a feature enabling users to select a desired video aesthetic, such as a highlight reel, a narrative piece, a music video, or a more artistic creation.

VSCO anticipates that incorporating Trash’s capabilities will make video editing more accessible to beginners, while simultaneously providing experienced users with advanced tools for detailed customization. VSCO co-founder and CEO Joel Flory explains that this will help users quickly transition from viewing a collection of clips to producing a finished video.

He elaborates, “Trash provides the initial foundation, but then allows for further refinement and personalization of the video.”

The first feature resulting from this acquisition will be support for editing multiple video clips, anticipated to launch within a few months. VSCO plans to progressively introduce additional technologies from Trash to its user base. Users may also gain the ability to save their editing adjustments as “recipes,” mirroring the existing functionality for photo editing.

Flory states, “Trash contributes a significant depth of personalization, machine learning, and computer vision expertise for mobile devices, which we believe can enhance all aspects of creation within VSCO, both currently and in future creative endeavors.”

This acquisition builds upon VSCO’s previous efforts to enhance its video features.

In late 2019, VSCO acquired Rylo, a video technology startup. Shortly after, the company launched Montage, a suite of tools allowing users to construct extended video stories using scenes, with the ability to stack and layer videos, photos, colors, and shapes for a collage-style result. Earlier this year, VSCO also modified its app to enable users to share their videos directly to the main VSCO feed, previously limited to photos.

Recently, VSCO has also added new video effects, including options to alter clip speed and reverse footage, as well as new video capture modes.

Like other video features offered by VSCO, these new integrations from Trash will be exclusive to subscribers.

Currently, VSCO’s annual subscription costs $19.99 and grants access to the app’s video editing tools. Over 2 million of VSCO’s 100 million+ registered users are currently paying subscribers. Following cost-reduction strategies and workforce adjustments announced earlier in the year, VSCO has achieved EBITDA profitability in the second half of 2020 and is progressing towards full profitability, with additional video features like those from Trash expected to contribute to this success.

VSCO’s increased focus on video is not solely driven by business considerations, but also by adapting to evolving user preferences. While the app initially gained popularity during the rise of Instagram, contemporary younger users are increasingly sharing videos on platforms like TikTok. According to Apple, TikTok ranked as the second most downloaded free app of the year, surpassing Instagram, Facebook, and Snapchat.

Although VSCO does not necessarily aim to become solely a TikTok video preparation tool, it acknowledges the growth of this market. VSCO’s user base closely mirrors TikTok’s demographic, with 75% being under the age of 25 and 55% of subscribers also falling within that age range. Collectively, VSCO users generate over 8 million photos and videos daily.

As a consequence of the acquisition, the standalone Trash app will cease operations on December 18.

Donovan will assume the role of Director of Product at VSCO, and Patterson will become Head of Applied Research. Other members of the Trash team, including Karina Bernacki, Chihyu Chang, and Drew Olbrich, will join as Chief of Staff, Engineering Manager, and Sr. Software Engineer for iOS, respectively.

“We both share a belief in the power of creativity to positively impact people’s lives,” stated Donovan in Trash’s announcement. “We also have similar audiences of Gen Z casual creators and are dedicated to providing individuals with avenues for self-expression and sharing their perspectives while fostering a sense of community, safety, and support.”

Trash had secured a total of $3.3 million in funding—a combination of venture capital and $500,000 in grants—from BBG, Betaworks, Precursor, and Dream Machine, as well as the National Science Foundation.

“Han and Gen and the Trash team have consistently prioritized the needs of creators. I am confident that the partnership between VSCO and Trash will empower all of us to become creators and transform the vast amount of video content on our phones from overlooked files into valuable treasures,” said Bonatsos in a statement regarding the deal.

Flory refrained from disclosing the financial details of the acquisition but characterized it as a mutually beneficial outcome for both the Trash team and VSCO.

Updated 12/3/20, 11:27 AM ET: VSCO informed us that Patterson’s title is being updated to “Head of Applied Research.” We have updated the article accordingly.