YouTube's 'Hype' button could be a proper game-changer for smaller creators
Right, so I was having a scroll through my usual tech feeds when this popped up and made me stop in my tracks... YouTube's just launched this "Hype" feature worldwide that lets viewers give a boost to creators with under 500K subscribers. There's literally a new button next to the thumbs up that lets people "hype" up to 3 videos each week. These hyped videos get points and appear on special leaderboards you can find in the Explore section. The clever bit is that smaller creators get bigger multipliers - so if you've got fewer subs, each hype is worth more points. Hyped videos show a special badge too, and apparently, they're planning to let people purchase additional hypes down the line (already trialling it in Brazil and Turkey). Here's what's got me thinking though... This could really shake up how we craft our titles and opening hooks. If viewers can only hype 3 videos per week, they're going to be dead selective about what gets their support, aren't they? Picture yourself scrolling through your subscription feed, knowing you can only champion 3 videos this week. You're going to pick the ones with titles that make you think "Bloody hell, people need to see this" or "This creator deserves to blow up." The psychology here is mental - it's not just passive watching anymore, it's active endorsement. That's a completely different level of emotional investment from your audience. Practical thought for creators: Reckon it's worth mentioning this in videos? Something like "If this was helpful and you fancy supporting smaller creators like myself, have a go with that new Hype button - you get 3 per week and it genuinely makes a difference for channels under 500K"? Because let's be honest, most viewers haven't got a clue this feature exists yet. But if they realise they can properly help boost creators they're passionate about... that could drive much more intentional engagement. Anyone else reckon this changes how we should approach titles? Instead of just optimising for clicks, we might need to optimise for "hype-worthiness" - making people feel like this video genuinely deserves one of their precious weekly hypes.