Relying on platforms like Google and YouTube can feel like navigating a minefield—just ask The Try Guys. As explored in Brand Autonomy in the Digital Age: Thriving Beyond Third-Party Platforms, creators who depend heavily on these platforms are at constant risk of unpredictable algorithm changes and revenue loss, a challenge The Try Guys know all too well.
The Try Guys, once one of YouTube’s biggest creator groups, have now taken matters into their own hands by launching their own streaming service, 2nd Try, to break free from the whims of Google’s algorithms and volatile ad revenue.
Having a business that is reliant on ads is very unstable and very unpredictable. There’s just so much that’s out of your control, and we certainly experienced the worst of that. It’s tenuous at best. Corrosive and explosive at worst. And it also forces you creatively to constantly optimise for things that are not always in your audience’s best interest.
The Try Guys co-founder Zach Kornfeld told CNBC in an interview
This bold move is already proving successful, showing that creators don’t have to be at the mercy of third-party platforms.
Led by Zach Kornfeld and Keith Habersberger, The Try Guys first gained fame through BuzzFeed before becoming independent in 2018. Despite building a massive audience with over 8 million subscribers and 2.7 billion views on YouTube, they faced constant pressure to stay visible under ever-changing algorithms. Kornfeld explained, “Our company was operating at a loss for essentially two years. We got to a point where it cost more money for us to make the shows our audience loved than we got in from YouTube.”
In May 2024, they launched 2nd Try, a subscription-based streaming platform offering fans exclusive, ad-free content for about £5 a month. The platform allows The Try Guys to directly connect with their most loyal fans, bypassing Google’s algorithm altogether. “We are really happy with how it’s going so far. It’s more than we probably thought we’d have at this point,” said Keith Habersberger. Within just three months, they’re already on track to profitability, highlighting the benefits of independence and control.
Social media platforms rely on algorithms to decide what content users see based on their past interactions and preferences. The algorithms analyse user behaviour to create personalised content feeds, which often prioritise posts that are likely to generate engagement, like likes or shares. As a result, many creators feel pressured to make content that caters to the algorithm, even if they believe it lowers the quality of their work, just to stay visible.
The Try Guys Streaming platform operates on 2ndtry.tv, while they also own the Exact Brand Match (EBM) domain Tryguys.com, giving them complete control over their brand and content distribution. The path to brand independence begins with a strong domain name. A domain is the one space on the internet where a brand has complete control over how it is presented and how its products or services are showcased. It allows businesses to craft their message specifically for their target audience, gather and analyse data to understand customer behaviour, and adapt offerings accordingly.
The story of The Try Guys reflects a growing trend among creators to move away from third-party platforms, seeking stable income and creative freedom. As Kornfeld noted, relying on ads is “unstable and unpredictable,” which is why creators are increasingly following The Try Guys’ path toward brand autonomy and long-term success.
Have you ever wondered just how independent your brand truly is? To find out where your brand stands and how you can take control, explore our insights in the article How Independent is Your Brand?
Premium domain names are an important investment for any brand. If you’re ready to take the plunge and secure a premium domain name for your business, don’t hesitate to reach out to us for assistance. We’re here to help you choose the perfect domain name and get it set up for your brand.
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