Why the Try Guys Left BuzzFeed and What Changed
The Try Guys — Keith Habersberger, Ned Fulmer, Zach Kornfeld, and Eugene Lee Yang — left BuzzFeed in 2021 to build an independent company around their brand, Try Media. The move reflected a broader shift away from Facebook-dependent digital media and toward owned platforms, diversified revenue, and long-form YouTube storytelling. This explainer covers why they left, how the separation unfolded, what they launched on their own, and what the transition means for their content, community, and business model going forward.
Key Dates and Events in the Transition
| Date or Period | Event | Why It Matters |
|---|---|---|
| March 2018 | ||
| Mid–2018 to 2020 | ||
| March 2021 | ||
| 2021 onward |
Context: Digital Media’s Turn Toward Fragmentation
BuzzFeed built its early success on social platforms, short-form video, and highly shareable listicles. As Facebook referral traffic declined and media economics shifted, creators who had grown inside large digital houses began to weigh independence more seriously. The Try Guys’ exit aligns with a broader wave of digital-native creators who chose to move from brand-dependent roles to company-building mode, prioritizing owned audiences, diversified revenue, and long-form storytelling on YouTube.
Why the Try Guys Left BuzzFeed
In public statements and interviews, the Try Guys framed the decision around ownership, control, and creative sustainability. They highlighted limitations in scaling within a large media structure, dependence on platform traffic, and the appeal of building a direct relationship with their audience. By launching Try Media, they aimed to reduce reliance on any single platform or advertiser and create a more flexible, durable business model that could support their long-form YouTube series, membership offerings, and branded content.
Creative Control and Long-Form Storytelling
BuzzFeed’s fast-moving, test-driven environment emphasized quick-turnaround content. As the Try Guys’ ambitions leaned toward longer, more personal documentary-style episodes, the structural constraints of a large newsroom made it harder to iterate at their desired pace. Moving to an independent setup enabled them to own the production timeline, experiment with formats, and deepen narrative arcs without constant internal validation.
Ownership of Audience and IP
A central driver was the desire to treat their audience and brand as owned assets rather than metrics within a larger publisher’s ecosystem. By building Try Media, they could capture subscriber value directly, experiment with membership tiers, and create products and services tied to their community. Owning intellectual property and distribution channels reduces exposure to algorithm changes and partnership terms that can abruptly affect reach and revenue inside platform-dependent models.
What They Built After the BuzzFeed Exit
After leaving BuzzFeed, the Try Guys focused on scaling Try Media, producing flagship long-form series on YouTube, and experimenting with community-driven offerings. They diversified revenue through sponsorships tied to their own productions, direct fan support, and branded content produced under their own roof. This structure gives them more flexibility to balance commercial partnerships with editorial independence and long-term brand building.
Business Model and Revenue Streams
Independent creators typically combine advertising, sponsorships, memberships, and direct sales. For the Try Guys, this means YouTube ad revenue on long-form content, brand partnerships structured through their company, tiered memberships for exclusive material, and potentially live experiences and digital products. By centralizing these streams under Try Media, they consolidate control and create more predictable earnings independent of platform policy shifts.
Impact on Content Style and Editorial Direction
BuzzFeed-era Try Guys content was fast, experiment-heavy, and tightly scheduled. As founders of Try Media, they gained room to iterate more slowly, pursue documentary-style interviews, and invest in higher production values. The shift does not eliminate humor or challenge-based formats, but it allows them to layer in longer arcs, deeper research, and more personal storytelling that can resonate with an audience seeking durable, trust-based creator relationships.
How This Affects Viewers and the Creator Economy
For viewers, the move means more control over how they engage: through ad-supported YouTube, direct membership support, or optional paid extras. For the creator economy, the Try Guys’ trajectory illustrates how established digital personalities can migrate from platform-dependent roles to company-building mode, reinforcing the trend toward creator-owned media. It also underscores the importance of audience trust and diversified revenue in sustaining long-term independence.
Common Questions About the Try Guys’ Move
- Did they leave because of conflict with BuzzFeed leadership? Public statements frame the move as strategic and forward-looking, not conflict-driven.
- Will they stop appearing on BuzzFeed-related content? Their focus shifted to independent projects, though archival content remains available on BuzzFeed platforms.
- How did they finance the transition? Early public reports highlight savings, angel-style investments, and revenue from memberships and YouTube to fund Try Media’s launch.
- Is the Try Guys brand tied to BuzzFeed moving forward? No; Try Media is positioned as a standalone company centered on their direct audience relationship.
- How does this compare to other creators who left large publishers? It mirrors patterns seen with other YouTube-origin personalities who build independent production and distribution models to capture more value and control.
Bottom Line
The Try Guys left BuzzFeed to own their brand, audience, and production decisions through Try Media. The transition reflects a broader creator movement toward independence, diversified revenue, and long-form storytelling. For viewers, it means more durable, direct relationships with the creators. For the creator economy, it reinforces that established digital personalities can build lasting businesses outside major platforms when they capture audience trust and diversify how they fund their work.