YouTube expands Hype program: A new opportunity for emerging creators
YouTube is increasing access to its crowd-powered Hype feature, helping smaller creators gain exposure and grow their audience.
What is YouTube Hype?
Announced last September, YouTube Hype is designed to help lesser-known creators grow their audience. Viewers can use a dedicated ‘Hype’ button on eligible videos to support content they believe deserves more attention. By giving ‘Hype’, these videos can climb a new Hype leaderboard. This essentially provides community-driven exposure opportunities alongside YouTube’s typical algorithm-based discovery.
Importantly, Hype is not tied to YouTube’s search rankings or algorithm. This means videos won’t be penalized for receiving fewer hypes, nor will they benefit in search simply by being hyped. Instead, it offers creators an additional, community-led way to be seen.
To further support up-and-coming creators, YouTube also gives automatic bonus Hype points to those with less subscribers.
Hype’s expansion
After a period of limited beta testing, YouTube is now expanding Hype to more creators in Brazil, Taiwan, and Turkey. These countries have already seen some Hype features roll out gradually. For example, Turkey received Hype points support earlier this year, and Android users in Brazil now have access to Hype management tools directly from the mobile app. This was previously only possible via Creator Studio on desktop, and now provides creators with more flexibility in managing Hype for their channel.
This expansion means more creators can test the Hype feature, enhancing YouTube’s ranking models in order to drive better response. Hopefully, this will improve Hype before a more global rollout.
Who is eligible?
To qualify for the Hype beta, creators must:
- Be part of the YouTube Partner Program
- Have between 500 and 500,000 subscribers
- Follow YouTube’s Community Guidelines.
Hype may automatically appear on eligible long-form videos for the first 7 days, without requiring action from the creator.
Why Hype matters
For artists and creators, this feature could be a valuable new discovery too. With a fanbase empowered to Hype videos they love, emerging creators can gain more visibility, helping them get discovered and fuelling their growth.
While the rollout is still limited, it highlights YouTube’s commitment to helping smaller creators gain exposure. If YouTube’s tests can prove successful, a global expansion of the program could be next.