Source: https://computerstechnicians.com/life/a-decade-of-digital-dominion-the-try-guys-meteoric-rise-from-viral-sensations-to-streaming-superstars/

In 2014, BuzzFeed reigned supreme as the viral video content powerhouse, churning out a staggering 80 videos a month on YouTube to satiate the insatiable social media algorithms. To retain their jobs, video producers were required to produce six videos a month, constantly seeking innovative ways to captivate their audience with daily uploaded content. 

Keith Habersberger, a lanky and eccentric theater major, and Zach Kornfeld, a whimsical neurotic with a keen eye for editing, had just begun working at BuzzFeed and were brainstorming ideas that could thrive during Facebook’s “pivot to video” era. This was a time when Facebook executives touted video views as the key to media growth, relying on inaccurate and misleading viewer data as a selling point. 

Ultimately, they decided to don ladies’ underwear for a video. Most of their colleagues wanted no part in that public embarrassment, except for two: the stoic Eugene Lee Yang and the affable Ned Fulmer. 

“We couldn’t find anyone willing to participate beyond the handful of guys in the video,” Kornfeld recalled in an interview about the group’s 10-year journey. “I remember thinking it was such an obvious viral sensation that no one wanted to create it. It seemed too effortless.”

The video was a resounding success (22.5 million views as of this publication), so the group decided to stick together. They thought it would last for maybe three videos, Kornfeld remembered, as they thought that would be all there was to “mine” from the group. 

But a decade later, the Try Guys are still thriving (though they are down to two original members), evolving into their self-controlled YouTube channel with eight million subscribers. From live shows to their own short-lived Food Network series, the group has braved sharks, algorithmic shifts, and even a cancellation.

Rise to Viral Stardom: The Try Guys' Humble Beginnings

The Try Guys almost didn’t survive their first few years, however. Their bosses at BuzzFeed were opposed to the idea of the quartet, since having four producers on one video would lower the amount of content they could produce. But the group felt they had undeniable chemistry and knew that an audience could grow attached to a recurring cast of faces. So, while still meeting their necessary deliverables for the company, they worked on Try Guys videos on the side.

In the early days of BuzzFeed, an employee's value was directly linked to their ability to produce viral content and its subsequent success," Habersberger revealed. "A sense of prestige surrounded creators of exceptionally remarkable videos, who were revered by their peers."

A substantial portion of the content produced during this period featured strategically edited or censored nudity, making it suitable for YouTube. This included stunts like attempting to strip and undergoing laser hair removal. Although most explicit content was edited out, it still attracted a predominantly female audience that remains loyal to this day. According to Kornfeld, their content "offered an alternative to the male gaze, or at least the notion of toxic masculinity," allowing them to showcase a new facet of themselves rarely seen in the media.

One of their most successful videos featured a recreation of Kim Kardashian's iconic 2014 Paper magazine cover, uploaded within 24 hours of the photo's release. Despite working extra hours without compensation, Habersberger said they "did it because we knew it would perform well."

Kornfeld elaborated, "We discovered a vast, untapped reservoir of storytelling ripe for exploration. By utilizing our experiences and identities, we served as a conduit for the audience to delve into this aspect of storytelling, primed for viewing and sharing."

As their videos gained traction, branded opportunities began to emerge. Paid partnerships provided larger budgets to create elaborate stunts, elevating production value and teaching the group about traditional media aspects. "We went from $300 to $600 a video, to suddenly having $20,000 or more, allowing us to create something truly remarkable," Habersberger said.

After four years of generating revenue for BuzzFeed, the group decided it was time to create something of their own. In 2018, they negotiated a deal with BuzzFeed, retaining their intellectual property and the name "Try Guys" while allowing BuzzFeed to continue benefiting from their older videos. This mutually beneficial departure was a strategic move, especially during a time when former BuzzFeed employees were sharing their negative experiences in "Why I Left BuzzFeed" videos.

“We sensed that there were untapped opportunities to evolve this brand beyond what BuzzFeed was willing to explore,” Habersberger said. “We envisioned organizing tours, creating more innovative merchandise, and crafting unique experiences, but that wasn’t aligned with BuzzFeed’s priorities at the time.”

Breaking Free and Navigating Turbulence

As they embarked on their independent journey, they sought to “curate a diverse range of programming,” Kornfeld explained, that would “delve into the multifaceted aspects of our personalities” despite a relatively modest budget. One of their inaugural videos for the new channel was “Candid Competition,” a reality show where Kornfeld challenged different grocery stores to create a custom cake. Initially, Kornfeld was convinced “that it had fallen flat and was a misfire,” but after collaborating with an editor, it transformed into one of his “most treasured pieces of pandemonium.”

Now unshackled from the constraints of producing formulaic content where they merely “experimented” with ideas, they shared their struggles with fatherhood, medical issues, and building their own company. Repeatable formats like Keith Eats the Menu, where Habersberger samples every dish at a restaurant, and Which Try Guy knows the other the best, enabled them to produce content efficiently and cost-effectively.

In 2022, as their channel was gaining momentum with their Food Network show No-Recipe Road Trip poised to premiere, a scandal rocked the group to its core. Fans on Reddit uncovered that Fulmer, whose hallmark was discussing his wife in videos, was embroiled in an affair with a producer. Fulmer, who had a stake in the company, was bought out and ousted. The three remaining members released a tense statement on their channel that went viral, even inspiring a Saturday Night Live parody.

When asked about this tumultuous period, Habersberger and Kornfeld playfully engaged in a game of rock, paper, scissors to determine who would respond.

“Our primary objective was to do right by our staff, by each other, and by our audience,” Kornfeld stated. “We remain extremely proud of how we navigated a less-than-ideal situation…The upheaval gave us the courage to take risks and envision a brighter future for ourselves.”

“We spent a year trying to figure out our next move,” Habersberger added. “It was an unfortunate event that probably necessitated a change for this business to endure as long as possible.”

Out of this controversy emerged what they describe as the “unbridled” era, where the three remaining members created content that truly resonated with them. They had been “playing the algorithm game for 10 years” and wanted “to focus on the audience we’ve already built and craft content for those individuals,” Habersberger said. That meant producing a livestreamed version of Romeo and Juliet and renting out a movie theater for Kornfeld to screen a short film. These weren’t the most astute “business decisions,” they both acknowledge, but it was what they wanted to create. It revealed to them that the ad-based model of relying on YouTube revenue simply wasn’t sustainable for their endeavors.

The Evolved Try Guys

After two years of upheaval and misguided business strategies, the Try Guys acknowledged the imperative for transformation to rescue their fledgling enterprise and protect the livelihoods of their team of editors, producers, and more. “Our audience yearned for a more profound level of connection,” Kornfeld elucidated. “Regrettably, that’s not what YouTube is engineered for.”

This epiphany prompted the Try Guys to unveil a rebranding of their channel in May 2024. The introduction of 2nd Try, a subscription service, marked a significant expansion of the group, incorporating diverse perspectives and new members. For a monthly fee of $5 or an annual subscription of $50, viewers can access ad-free, uncensored content, including early releases from the troupe’s catalog. While some viewers found this move divisive, others saw it as a natural progression, especially in light of fellow BuzzFeed alums Watcher’s recent launch of their own streaming service, which ultimately ended in a public apology. This period of change also saw Yang’s departure from the group.

The injection of fresh talent, including former BuzzFeed colleagues like Kwesi James and internet personalities such as baker Jonny Manganello, has revitalized the channel. The group is now venturing into uncharted territory, exemplified by the creation of their own comic book series and on-camera experimentation with drugs.

Their metamorphosis from post-grads forced to produce six videos a week to cultural icons did not occur overnight. A decade of dedication, experimentation, and perseverance has been instrumental in their success, leaving the future wide open to endless possibilities.

“I believe we had to navigate that challenging period to identify the flaws in our approach and envision a better future,” Kornfeld reflected.

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