The Try Guys: Background and Origin
The Try Guys are an American digital media group founded in 2014 by Keith Habersberger, Ned Fulmer, Zach Kornfeld, and Elliott Morgan. They began producing comedy content around experiments, challenges, and cross-cultural experiences, initially under the BuzzFeed banner before building an independent brand. The group’s early videos focused on trying unfamiliar activities, food products, and lifestyle experiments, which established a relatable, curiosity-driven tone.
As the team grew and production scaled, they transitioned toward a more diversified model, forming Try Guys Media and later establishing 2nd Try LLC. Their move away from BuzzFeed in the late 2010s reflected a shift toward direct audience engagement and multi-platform storytelling, including long-form documentaries, branded partnerships, and live shows.
From BuzzFeed to Independence
Initially producing within BuzzFeed’s Tasty and news-style formats, the creators gained traction by blending humor with personal storytelling. The independence phase allowed more editorial control, enabling deeper documentary-style episodes and experimental formats that retained their original try-centric premise while expanding into lifestyle and personal narrative.
Core Members and Roles
The Try Guys’ lineup has evolved, but four individuals remain central to the brand. Each member brings distinct strengths in comedy, production, writing, and on-screen performance, contributing to the group’s broad appeal across demographics.
| Member | Primary Role | Notable Contribution |
|---|---|---|
| Ned Fulmer | Co-founder, Executive Producer, Host | On-screen leadership, long-form documentary storytelling |
| Keith Habersberger | Co-founder, Editor, Cinematographer | Editing, behind-the-camera production, DIY segments |
| Zach Kornfeld | Co-founder, Director, Editor | Directorial vision, challenge execution, live show direction |
| Elliott Morgan | Co-founder, Writer, On-Screen Host | Writing, audience interaction, cultural commentary |
Content Evolution and Format Shifts
Early Try Guys videos centered on rapid experiments and product trials, optimized for short-form sharing. Over time, the series evolved into longer narrative arcs, including cultural immersion, personal vulnerability, and behind-the-scenes documentary content. This evolution retained the core idea of trying new things while deepening emotional resonance and cinematic quality.
- BuzzFeed era (2014–2018): Fast-paced, challenge-led shorts and listicles.
- Independence era (2018–2022): Longer essays, personal stories, and documentary features.
- Post-pandemic expansion (2021–present): Increased focus on live tours, membership content, and experimental streaming formats.
Business Structure and Revenue Streams
The Try Guys operate through a multifaceted business model that blends digital advertising, direct audience support, live entertainment, and branded collaborations. Their transition to an independent setup allowed more stable long-term planning, including diversified income channels less dependent on platform algorithm changes.
| Revenue Stream | Approximate Role in Income | Notes |
|---|---|---|
| Digital advertising (YouTube) | 30–45% | Depends on watch time, audience demographics, and CPM fluctuations |
| Memberships and direct support | 20–30% | Patreon and Try Insider program perks |
| Live tours and ticket sales | 15–25% | Major contributor during peak touring years |
| Branded partnerships and sponsorships | 20–35% | Long-term campaigns and product integrations |
| Merchandise and other ventures | 5–10% | Includes apparel, books, and media products |
Cultural Impact and Audience Perception
The Try Guys helped popularize a style of digital comedy that blends earnest exploration with humor, influencing a wave of creators who prioritize authenticity and cinematic production. Their willingness to tackle personal topics, experiment with cultural traditions, and showcase vulnerability contributed to a broader shift toward relatable, process-oriented content in the creator economy.
Criticism has occasionally surfaced around perceived commercialization, shifts in tone, and the balance between entertainment and authenticity. However, their sustained audience engagement and willingness to iterate suggest an adaptive approach to audience expectations and platform dynamics.
Milestones and Timeline
| Date or Period | Milestone | Why It Matters |
|---|---|---|
| 2014 | Channel creation and first experiments | Established the foundational try-based format |
| 2017–2018 | BuzzFeed partnership peak and viral growth | algorithmic exposure expanded audience globally|
| 2019 | Tour debut and live show launch | Marked transition from digital-only to live audience engagement |
| 2020 | Shift to Patreon and direct fan support | Provided stable revenue amid platform uncertainty |
| 2021–2022 | Independence from BuzzFeed and brand restructuring | Enabled greater editorial control and diversified content |
| 2023–2024 | Continued tour cycles and experimental streaming | Explored new formats, membership tiers, and global reach |
Comparison with Similar Creator Groups
While many digital groups have tried the ensemble experiment format, The Try Guys stand out for their sustained cohesion, evolving production quality, and emphasis on personal storytelling. Unlike groups focused primarily on product reviews or rapid challenges, their content balances entertainment with reflective cultural essays, which has contributed to long-term audience loyalty.
Current Status and Future Direction
As of 2024, The Try Guys remain an active digital brand with ongoing tour schedules, membership offerings, and long-form documentary content. Their focus on audience-supported models and diversified revenue has positioned them to experiment with emerging platforms, including streaming and interactive formats. The team has indicated interest in more global collaborations and deeper documentary projects that explore personal and cultural themes beyond the try framework.