What is YouTube’s Hype Feature?
YouTube has officially rolled out its new “Hype” feature worldwide, giving smaller creators a better chance to get noticed. Originally introduced at Google’s Made On YouTube event in 2024, the Hype button now sits directly under the “like” button on eligible videos. Designed for channels with fewer than 500,000 subscribers, it allows fans to “hype” up to three videos per week, helping them rise on YouTube’s new Explore leaderboard. This feature is now available in 39 countries, including Australia, the U.S., the U.K., Japan, and India.
How Does Hype Work for Viewers?
When fans hype a video, they earn points that push the content closer to YouTube’s ranked leaderboard in the Explore section. Videos that receive hype will display a badge, making them easier to discover. Fans can filter their feed to see only hyped content, track when their favorite creator is close to the leaderboard, and even collect monthly “Hype Star” badges. This system not only rewards creators but also gives viewers a way to actively shape the platform’s discovery process.
Why Does Hype Work Matter for Creators?
For smaller creators, discovery has always been one of the toughest challenges. With 500 hours of video uploaded every minute, standing out is challenging without a loyal fan base or paid promotion. Hype changes that by giving passionate fans a way to elevate content organically. YouTube also weights the system so creators with fewer subscribers receive a bigger boost, levelling the playing field. This feature encourages authenticity, consistency, and stronger audience engagement, three elements at the core of long-term content growth.
YouTube’s Hype Business and Marketing Angle
While Hype is currently free, YouTube has confirmed it is testing paid hypes in Brazil and Turkey, potentially opening up new advertising models. Category-specific leaderboards in niches like gaming, style, and music are also in development. For brands and businesses, this creates opportunities to collaborate with smaller creators who can now gain visibility faster. Partnering early with creators who benefit from Hype could provide more cost-effective campaigns compared to traditional influencer marketing.
How Does Reach Marketing Group Help You Grow Your YouTube Profile?
YouTube’s Hype feature proves that platforms are increasingly giving power back to smaller creators and their communities. For businesses, this means fresh opportunities to connect with audiences through emerging talent and authentic content. At Reach Marketing Group, we help brands and creators navigate these updates, build strategies that maximise engagement, and align content with platform changes. Whether you’re a business looking to partner with creators or a creator ready to grow your reach, our team can help you get results.
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