YouTube Introduces ‘Hype,’ A New Tool to Boost Smaller Creators’ Reach

YouTube has rolled out a new feature called Hype, aimed at helping smaller creators grow their audience without solely relying on the platform’s recommendation algorithm, search, or collaborations. Announced at the Made on YouTube event, this feature allows a creator’s fans to directly contribute to the visibility of their videos.

How does the Hype Feature work?

fans can click the Hype button located just below the like button on a video. This feature is available only for creators with fewer than 500,000 subscribers. As more viewers engage with the Hype button, the video moves up on the top 100 hyped videos leaderboard, giving it a chance to reach a wider audience. To prevent users from overusing the feature to unfairly promote their favorite creators, fans are currently limited to three hypes per week.

YouTube developed Hype after recognizing that passionate fans wanted a more active role in their favorite creators’ growth. In the future, the platform plans to allow users to purchase additional hypes, introducing a new revenue stream. However, YouTube hasn’t disclosed what percentage it will take from these purchases. Currently, on purchases like Super Thanks, YouTube takes 30% of the revenue, sharing the remaining 70% with creators.

As creators receive hype, they’ll earn points that help them climb their country’s weekly leaderboard. To level the playing field for smaller creators, YouTube will also offer a bonus multiplier to channels with fewer subscribers, helping them compete with larger channels. Top hyped videos will also be awarded a special badge to highlight their achievement.

According to Bangaly Kaba, YouTube’s Director of Product Management, Hype gives fans a new way to show their support for emerging creators and help boost their latest videos. In the future, creators will be able to see exactly who hyped their content.

During the first four weeks of beta testing in Turkey, Taiwan, and Brazil, the Hype feature was used over 5 million times across more than 50,000 channels. The largest group of users during the beta, making up over 30%, were aged 18 to 24.