Social Video Star

BuzzFeed is teaming up with Instagram’s IGTV for a new digital series dubbed Show Off, which drops Nov. 18 on the publisher’s Instagram channel (5.7 million followers).

Each week, the competition series will see eight contestants vying for the opportunity to star in a BuzzFeed video alongside one of the company’s native celebrities. Across eight episodes, contestants will compete in different challenges — comprising both long and short-form video — that also make use of Instagram’s signature features, including in-feed posts, Reels, and Stories.

Contestants will be tasked, for instance, with recreating viral recipes, attempting beauty challenges, and creating videos and posts that celebrate Black and Latinx culture. New episodes will roll out on Wednesdays at 1 pm ET, with the winner of each episode appearing in a subsequent hero video that will be pushed out to BuzzFeed’s Facebook page and YouTube channel the following Saturday.

Existing BuzzFeed creators who will appear in Show Off include Jazzmyne Robbins, Kelsey Impicciche, Inga Lam, Merle O’Neal, Freddie Ransome, Maya Murillo, Aria Inthavong, and Alix Traeger. The series will also serve to highlight BuzzFeed’s myriad content verticals, including Tasty, Multiplayer, As/Is, Cocoa Butter, Pero Like, Goodful, and the BuzzFeed Unsolved Network, the company said.


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