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.

1. BuzzFeed Case Study:
N’Dea Drayton & Alexandria Haynes
COM600: Buzzfeed - Future Media Skills
Professor Grygiel
September 25, 2018

2. 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

3. “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

4. “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)

5. 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

6. 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. 7
The End
ANY QUESTIONS?
You can find us on Twitter at:
 @AlexJeanMarie
 @NdeaSays

8. 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/