Introduction: Why The Try Guys Are Still Relevant
The Try Guys—an ensemble of former BuzzFeed video producers—first captured a massive audience by turning ordinary guys into fearless experimenters. Their breakout formula mixed humor, relatability, and a willingness to step outside comfort zones, propelling them from early YouTube uploads to a flagship BuzzFeed series. As the team matured, their ambitions expanded, leading to multiple business chapters. This article clarifies what happened to The Try Guys, separating corporate milestones from personal choices and defining their current standing.
Origins and Rise on BuzzFeed
Founded in 2014 by Keith Habersberger, Clay Larwood, Matt Steinfeld, and Eugene Lee Yang, The Try Guys began as a breakout digital-first initiative inside BuzzFeed. Initially producing short-form experiments and challenge videos, they quickly found an audience hungry for process-driven content: men trying typically gendered activities, foods, or skills with minimal production gloss. Their breakout series Try Guys ran across BuzzFeed’s platforms and across native YouTube uploads, blending entertainment with a utility-driven curiosity that resonated with millennial and Gen Z viewers.
Key Content Breakthroughs
Among their earliest milestones were “Guys Try Korean Skincare,” “Guys Try Vegan Lifestyle,” and “Guys Try to Have an Orgasm,” which mixed comedy with candid personal discussion. These videos built a narrative brand around vulnerability and growth, distinguishing them from typical stunt-based digital entertainment. The series drove significant viewership for BuzzFeed and established a personality-first model that would later inform their independent ventures.
The Corporate Transition: BuzzFeed and Beyond
By the late 2010s, The Try Guys had outgrown their BuzzFeed sku. In 2018, BuzzFeed formally launched Try Guys Media as a distinct division, signaling a move toward owned distribution and diversified revenue. This period marked a shift from purely viral experiments to more structured content offerings, including longer-form episodes, dedicated membership, and behind-the-scenes access. The team balanced brand deals and direct-to-consumer models, testing how far a personality-led operation could stretch without a traditional network.
BuzzFeed Partnership Highlights
| Date or Period | Event | Why It Matters |
|---|---|---|
| 2014–2018 | BuzzFeed native series and YouTube uploads | Built core audience and brand identity |
| 2018 | Launch of Try Guys Media under BuzzFeed | Transition to dedicated division and broader content slate |
| 2020–2022 | Shift toward subscription and member-only content | Direct audience monetization amid platform volatility |
| 2023–2024 | Restructuring at BuzzFeed and broader media contractions | Refocus on independent creator operations and diversified revenue |
Recent Developments: Independence and Pivot
As BuzzFeed scaled back on experimental and mid-form content in 2023, The Try Guys initiated a strategic pivot. They transitioned away from heavy reliance on the BuzzFeed infrastructure, instead leaning into direct audience relationships, branded content, and multimedia extensions. The team clarified that their operations were evolving, not ending, emphasizing long-form storytelling, membership benefits, and continued YouTube output. While they moved out of BuzzFeed’s day-to-day production, they retained a footprint in the digital creator economy through their own brand and partnerships.
Indicators of Sustainable Operation
- Ongoing YouTube uploads and member-only series
- Merchandise and live tour announcements in select markets
- Partnership renewals with purpose-driven and lifestyle brands
- Documentary-style long-form content that deepens audience connection
Business Model and Revenue Evolution
The Try Guys’ revenue has always been multi-pronged: advertising on high-view videos, YouTube ad share, brand partnerships, and, increasingly, direct monetization through membership tiers and live events. As digital advertising became more volatile, they expanded into commerce and experiential offerings. This diversification helps insulate them from platform algorithm changes and aligns with longer-term creator sustainability trends.
Estimated Revenue Composition (Illustrative, Not Prescriptive)
| Revenue Source | Typical Share | Notes |
|---|---|---|
| YouTube Ad Revenue | 25–40% | Varies with watch time and audience geography |
| Brand Partnerships and Sponsorships | 30–50% | Includes integrated campaigns and dedicated videos |
| Membership and Subscriptions | 15–30% | Members-only content and tiered benefits |
| Live Events and Commerce | 5–15% | Tour tickets, exclusive drops, and affiliate revenue |
Current Status: What The Team Is Doing Now
The Try Guys are actively producing content, though at a pace that reflects their shift toward sustainable, long-form storytelling. They continue to release regular YouTube videos, member-exclusive episodes, and occasional live experiences. Partnerships now focus on alignment with their values and long-term audience interests rather than purely transactional deals. Their journey represents a maturation of digital-native creators who moved from viral experiments to a durable, diversified creator business.
Common Misconceptions and Clarifications
Misconception: The Try Guys quit YouTube after BuzzFeed layoffs.
Clarification: They continued YouTube production, though at a recalibrated cadence.
Misconception: They no longer collaborate with brands.
Clarification: They remain active in brand partnerships, with a focus on selective, value-aligned deals.
Misconception: The group disbanded.
Clarification: The core team remains intact, operating as an independent creator collective.
Audience and Community Impact
The Try Guys cultivated a loyal community that values authenticity and incremental self-improvement. Their willingness to revisit experiments, update past conclusions, and share behind-the-scenes decision-making has strengthened audience trust. This community-first approach has been central to their longevity, enabling them to weather platform changes and media-cycle volatility.
Outlook: What to Expect Moving Forward
Looking ahead, The Try Guys are positioned as a mid-tier creator operation with diversified income and a documented ability to adapt. Expect continued YouTube content, deeper member engagement, and carefully chosen brand collaborations. Their trajectory reflects a broader industry shift toward creator independence, multi-format storytelling, and sustainable growth over viral spikes.
Conclusion: Summarizing Their Current Trajectory
What happened to The Try Guys is a story of evolution rather than disruption. They transitioned from a viral BuzzFeed experiment into an independent creator team with a durable business model. While no longer tethered to a single platform or publisher, they remain active content creators exploring new formats, partnerships, and community offerings. Their current status reflects a mature, resilient operation built on experimentation, transparency, and long-term audience relationships.