How BuzzFeed’s ‘Worth It’ Became The #1 Show On YouTube


Social Media Week

Foodies Steven Lim and Andrew Ilnyckyj, along with their cameraman Adam Bianchi, embark on new food adventures in the second season of BuzzFeed’s hit series, Worth It.

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Have you ever wondered if that fancy ramen place in your neighborhood was worth waiting an hour in line for? Is that burger place you keep hearing about worth paying double for?

That’s what foodies Steven Lim and Andrew Ilnyckyj, along with their cameraman Adam Bianchi explore in their BuzzFeed’s hit series, Worth It. They embark on new food adventures around the world trying delicious food at three price points: affordable, middle tier, and luxury. At the end of the episode, the gang decides which item is the most worth it at its given price.

All three video producers joined Matt DeGroot (Production Manager, BuzzFeed) for an intimate discussion about their adventures in food. They spoke about how the idea originated and how to predict audience expectations in terms of restaurant and food selections.

Steven Lim initially joined Buzzfeed to create Asian-American video content for the site and ended up developing Worth It with Andrew Ilnyckyj. The show has been renewed for a third season, which will have Steven, Andrew, and Adam continue their food adventure and if they take any advice from their YouTube followers, they will hopefully feature ramen in a future episode.

What’s next for Worth It?

“We are really trying to find more ways to tell interesting stories,” says Andrew Ilnyckyj. The panel opened up the floor for questions and one attendee asked about the new vertical video trend. The video team at Buzzfeed takes their already created landscape videos and finds interesting ways to make them work vertically for their take Snapchat Discover page.

When asked if the panel thinks that food content could hit an oversaturation point, Adam said that he doesn’t really think there is one for food content because it is so relatable. Steven was asked if there will be any changes to the format of the show moving forward and said that they are “definitely trying to add components to show without taking away from the narrative.”

Further analysis and commentary from ‘Adventures In Food’ session

 

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Al Mannarino

Content and Marketing, Social Media Week

@almannarino



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