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Home News YouTube’s new ‘Hype’ feature is a boost for small creators
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YOUTUBE’S NEW ‘HYPE’ FEATURE IS A BOOST FOR SMALL CREATORS

By
Gen Salinas
-
September 19, 2024

YouTube has introduced a new feature called “Hype” to support smaller content
creators. Traditionally, creators have relied on YouTube’s algorithm or
collaborations to grow. However, Hype offers a new way for fans to promote their
favorite small channels.


HELPING SMALL CREATORS STAND OUT

Bangaly Kaba, YouTube’s Director of Product Management, explains that once
creators hit the half-million subscriber mark, they tend to experience a surge
in growth and revenue.

“We saw a disproportionate growth in earnings,” Kaba says, noting that smaller
channels haven’t had the same opportunities to thrive. That’s where Hype looks
to come in, providing fans a tool to push their favorite content further.




HOW HYPE WORKS

Hype allows users to “hype” a video they like by clicking a button beneath the
“like” option. The most-hyped videos appear on a weekly leaderboard, which is
unique for each country. Videos must be less than seven days old to qualify, and
viewers can only use three hypes per week. This system is designed to prevent
the largest creators from dominating the leaderboard.

Kristen Stewart, an interaction designer for YouTube, says that limiting hypes
helps make each hype more meaningful. “There’s a beauty in showing the things
people go above and beyond to support,” she says. Hype points are also weighted
in favor of smaller creators, giving them a fair shot at appearing on the
leaderboard.


YOUTUBE’S GOAL TO SUPPORT CREATORS

YouTube developed Hype in response to fans’ desires to actively support creators
they love. “Viewers want to influence the creative process,” Kaba mentions,
adding that fans want a way to discover and promote content they might not come
across otherwise. During beta testing in Turkey, Taiwan and Brazil, fans hyped
videos over five million times across more than 50,000 channels.



YouTube is also exploring the possibility of letting users buy more hypes,
creating a new revenue stream for both creators and the platform. Hype bonuses
are available for creators with fewer subscribers, and these will, hopefully,
level the playing field for small channels with larger channels.

Image courtesy: YouTube



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 * youtube

Previous articleYouTube Live: How to make money streaming on YouTube

Next articleTwitch adds merged chats to multi-creator streams
Gen Salinas
Gen Salinas is an academic research assistant and a professional freelance
writer.




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