When a YouTuber reaches 500,000 subscribers, significant changes often follow. According to Bangaly Kaba, YouTube’s director of product management, this milestone tends to trigger disproportionate growth in both earnings and views. Large channels frequently attract more views, leading to increased recommendations and even more views and revenue in a cycle.
To address the needs of smaller channels and promote new creators, YouTube has introduced a new feature called Hype. This promotional system includes a new button for hyping videos, with the most-hyped content appearing on a platform-wide leaderboard. Unlike the Trending section, Hype specifically focuses on smaller channels and user recommendations rather than just view counts.
YouTube began developing Hype at the start of 2023, aiming to build stronger community connections on the platform. During their Made on YouTube event in New York City, the company emphasized the importance of community. Kaba noted that users expressed a desire to be more involved and to influence the creative process. Feedback also revealed a demand for Cameo-style interactions, Q&As with creators, and other forms of engagement.
Fans wanted a more proactive role in supporting their favorite creators, which aligns with the current trend of viewers becoming creators themselves. Hype offers a way for fans to support creators and feel invested in their success. Meanwhile, casual viewers want to discover content that might not be otherwise recommended by YouTube. Hype aims to bridge these needs.
The Hype system operates with specific rules: videos are eligible for hyping only within the first seven days of publication and must come from channels with fewer than 500,000 subscribers. Users are limited to three hypes per week, and each hype is weighted based on the channel’s subscriber count. Smaller channels benefit more from each hype, ensuring they have a fair chance to appear on the leaderboard. The top 100 videos with the most points appear on the leaderboard, which is country-specific, with plans for personalized recommendations in the future.
The goal of Hype is to ensure a dynamic leaderboard and to make each hype feel meaningful. Kristen Stewart, Hype’s interaction designer, emphasizes that the feature showcases content that users genuinely care about. By limiting the number of hypes and eliminating the option to un-hype, YouTube aims to prevent gaming of the system and to create a stronger signal of user support.
Users will see the hype button after liking a video, allowing them to further boost the content. Hypes will be tracked, and users will receive a weekly summary of their hypes’ performance. There are also badges for early supporters and those who hype multiple successful videos. For creators, Hype offers a new way to connect with fans, reduce promotional efforts, and earn additional revenue. Users might eventually have the option to purchase extra hypes, with revenue shared with creators.
Initially, Hype will function as a standalone feature, but it may integrate more broadly across the platform. As YouTube continues to support emerging creators, Hype provides a means to balance its focus between established and new talent while evolving its promotional strategies.
