Skip to main content
UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
Uploaded byAlexandriaHaynes2
PPTX, PDF301 views

BuzzFeed: Worth it Case Study

The BuzzFeed video series "Worth It" compares inexpensive, mid-priced, and expensive versions of various food and lifestyle items. It has become very popular, generating over 300 million views across YouTube and social media. The show features three hosts who test different price points to see which option provides the best value. Their on-screen chemistry and exploration of specific interests has engaged audiences. Restaurants featured on the show often see sales boosts. While short-form, non-fiction videos resonate well with younger viewers, the series could expand to include more attainable lifestyle options and localized content to broaden its appeal.

Social Media◦
Download to read offline
BuzzFeed Case Study: N’Dea Drayton & Alexandria Haynes COM600: Buzzfeed - Future Media Skills Professor Grygiel September 25, 2018
Worth It: Background YouTube Channels: BuzzfeedVideo & BuzzfeedBlue: Worth It - Five seasons (BuzzfeedVideo), Almost 70 videos (BuzzfeedVideo) & Over 300 million views (Shields, 2017) Instagram Account: @buzzfeedworthit - Verified “TV Show” Account (@buzzfeedworthit, 2018) - Over 208,000 Followers (@buzzfeedworthit, 2018) Facebook Account: Worth It - Over 270,000 Followers (Worth It, 2018) - Over 129,000 Likes (Worth It, 2018) - Has Worth It Cities Spin-Off (Worth it Cities, 2018) Steven Lim, Andrew Ilnyckyj and cameraman Adam Bianchi embark on quests to try items at 3 different price points to test out which one is ‘worth it,’ overall (Mannarino, 2017). - Concept sparked after Lim’s video about expensive vs. cheap dates (Shields, 2017) during “$3 Sushi Vs. $250 Sushi” in Sept. 2016 (BuzzfeedVideo) 2 Image from https://www.youtube.com/playlist?list=PL5vtqDuUM1DmXwYYAQcyUwtcalp_SesZD
“It’s like a digital, more millennial-oriented iteration of the Guy Fieri Effect” (Gutelle, 2017) - Multiple Themes (i.e. food, lifestyle and location) - Connect w/ Viewers on “Hyper-Specific Level” (Gutelle, 2017) - Social sharing based on subject interest, “‘emotional gift’ to friends” and personal identity (Gutelle, 2014). - Tap into audience requests and expectations (Mannarino, 2017) - “Worth It” Merchandise (Shop.Buzzfeed.com) 3
“Worth It” Effectiveness What’s Working - Short Form Non-fiction/ Reality - Gen Z attention span - More likely to consume content on a mobile phone or tablet. (Hendrickson, 2017) - Blend of High and Low culture - “On-screen rapport between Worth It‘s co-hosts is informed by their respective attitudes and backgrounds” (Gutelle, 2017). - Provides establishments featured on the show with unprecedented exposure (Gutelle, 2017). - Blinkie’s, featured on “Worth It’s” donut episode, states they have experienced a 15% - 20% spike in sales the week after the episode aired (Gutelle, 2017). 44 What’s Not Working - Unattainable Lifestyle for average Buzzfeed audience member - Less activity on “Worth It Cities” Facebook account - Last upload was February 12, 2018 (Worth It, 2018)
Recommendations ❖ More episodes featuring Buzzfeed employees who are locals of the explored cities. 5 “$10 Cheesesteak vs. $120 Cheesesteak” from https://youtu.be/VhI2EpAIcm4 ❖ Expand Worth It: Lifestyle focus to include more attainable “lifestyle” options for target audience. ➢ Feature Sponsored Content
Competitor Channel (?) YouTube Product Reviews  In doing price comparison, value is determined. Meanwhile youtuber product review channels do deeper dives on specific products and have a singular focus. 6 Good Mythical Morning  Audience focused  Price points
7 The End ANY QUESTIONS? You can find us on Twitter at:  @AlexJeanMarie  @NdeaSays
References 8 BuzzfeedVideo. (2018). BuzzfeedVideo: Worth it playlist. Retrieved from https://www.youtube.com/playlist?list=PL5vtqDuUM1DmXwYYAQcyUwtcalp_Ses ZD BuzzfeedWorthIt. (2018). @BuzzfeedWorthIt: Worth It [Instagram page]. Retrieved September 22, 2018, from https://www.instagram.com/buzzfeedworthit/ Gutelle, S. (2017). BuzzFeed’s ‘Worth It’ Changes The Face Of Food Criticism, One Price Point At A Time. Retrieved from https://www.tubefilter.com/2017/10/03/buzzfeed-worth-it-david-chang-fried- chicken/ Gutelle, S. (2017). For Featured Restaurants, BuzzFeed’s ‘Worth It’ Delivers Invaluable Exposure. Retrieved from https://www.tubefilter.com/2017/08/02/buzzfeed- worth-it-restaurant-impact/ Gutelle, S. (2014). How BuzzFeed Scored A Billion Video Views In 18 Months. Retrieved from https://www.tubefilter.com/2014/04/28/buzzfeed-billion-views-newfronts- ze-frank/ Hendrickson, P. (2017). Short Form Content Attracts Big Interest From Production Houses. Retrieved from https://variety.com/2017/digital/spotlight/buzzfeed-conde- nast-super-deluxe-1202465201/ Mannarino, A. (2017). How BuzzFeed’s ‘Worth It’ Became The #1 Show On YouTube. Retrieved from https://socialmediaweek.org/blog/2017/06/how-buzzfeeds-worth-it-became- youtube-hit/ Shields, M. (2017). BuzzFeed's food-fest series 'Worth It' has racked up 280 million views — and cable TV should be worried. Retrieved from https://www.businessinsider.com/buzzfeed-says-shows-like-worth-it-are- pulling-in-tv-audiences-2017-8 Shop.Buzzfeed.com. (n.d.). Collections: Worth it. Retrieved from https://shop.buzzfeed.com/collections/worth-it Worth It. (2018). Worth It [Facebook page]. Retrieved September 22, 2016, from https://www.facebook.com/buzzfeedworthit/