YouTube has introduced a new feature called Hype, designed to help emerging creators gain traction by connecting them with new audiences. For videos released within the last 7 days from creators with under 500,000 subscribers, users can now “hype” them, taking support beyond just likes and shares. The more hype a video receives, the higher it climbs on a new weekly leaderboard, featuring the top 100 hyped videos. This platform is changing how viewers interact with content, providing both fans and creators with exciting new opportunities.
How Hype Works
Every user can hype videos up to three times a week, putting their support behind the content they love. In the future, there are plans to allow fans to purchase additional hypes, creating another potential revenue stream for creators. Importantly, hyping videos won’t interfere with YouTube recommendations or search results, allowing the platform to remain user-friendly.
When a video is hyped, it earns points that contribute to a weekly leaderboard, which is country-specific. This leaderboard boosts creators’ visibility, potentially introducing them to a whole new audience. Additionally, there’s a “small creator bonus” — a point multiplier for channels with fewer subscribers, ensuring that smaller creators have a fair chance to shine alongside more established ones. Videos that gain significant hype even receive a special badge, showcasing them as fan favorites.
Why Hyping Matters for Creators
Hyping is more than just about climbing a leaderboard. It’s a way for fans to communicate which content they find most engaging. This feedback is invaluable for creators, providing them insights into what their audience enjoys. The success of hyping during the beta testing phase in Turkey, Taiwan, and Brazil demonstrated its potential. In just four weeks, over 5 million hypes were given across more than 50,000 unique channels. Interestingly, 18 to 24-year-olds made up the largest age group participating in hyping, accounting for over 30% of all users.
The Inspiration Behind Hyping
The idea for hyping emerged from a simple observation: fans want to be more involved in their favorite creators’ journeys. Traditional support methods like likes and shares are helpful but limited. A survey of 2,500 viewers aged 18-45 from the US, Japan, and Germany revealed that over 75% of respondents, and more than 80% of Gen Z viewers, wanted to help small and medium-sized creators grow their channels.
Developing a User-Focused Experience
User feedback was essential in shaping hyping. The team explored various concepts, like allowing viewers to hype videos within the first 24 hours or sponsoring specific video segments. However, these ideas felt too complex or rushed for the typical YouTube experience. The solution had to be simple, hence the final concept: a 7-day window and the Hype leaderboard, which balanced urgency with flexibility.
Concerns about smaller channels competing with larger ones were addressed by introducing the “small creator bonus.” This feature levels the playing field, ensuring that creators of all sizes have a shot at recognition.
The Future of Hyping
Hyping aims to make the viewing experience more interactive and engaging. With plans to expand to more markets, the team is eager to refine the feature based on ongoing feedback. At its core, hyping is about giving fans a stake in their favorite creators’ success. It’s a win-win: viewers discover and hype great content, while creators find their way onto the leaderboard, building their audience.
