YouTube has introduced a new feature called Hype, designed to help emerging creators grow their channels by connecting them with new audiences. 

The feature allows users to “hype” videos from creators with fewer than 500,000 subscribers within seven days of the video’s release.

Hype places videos on a weekly leaderboard of the top 100 hyped videos, potentially exposing creators to broader audiences. Users can hype up to three times per week, and additional paid hypes will be allowed in the future.

The feature includes a “small creator bonus” that applies a point multiplier to channels with fewer subscribers, aiming to level the playing field. Hyped videos receive a special badge indicating their popularity among fans.

“The idea for hyping sparked from a simple observation: passionate fans want to be part of their favorite creators’ success stories,” Jessica Locke, YouTube’s Product Manager, wrote in a blog post.

In beta tests conducted in Turkey, Taiwan, and Brazil, users “hyped” over 5 million times across more than 50,000 unique channels in the first four weeks. The largest age group using the feature is 18 to 24-year-olds, comprising over 30% of beta users.

After surveying over 2,500 viewers aged 18-45 from the United States, Japan, and Germany, YouTube reports that over 75% of respondents and over 80% of Gen Z viewers expressed interest in helping small and medium-sized creators grow their channels.

“With Hype, we hope to make the viewing experience more active and engaging, driven by shared purpose and enthusiasm,” Locke added.

YouTube plans to expand the feature to new markets based on learnings from the beta tests and continue making updates based on user feedback.

More Power to the Creators

Hype builds on YouTube’s recent efforts to promote creators on the platform while trying to boost engagement. 

Earlier in September, YouTube announced that it was developing new technologies to help creators manage AI-generated content that uses their likeness, addressing the challenges and opportunities AI presents in content creation.

In August, YouTube introduced Courses – structured, multi-lesson learning programs. Currently in beta and available to a limited subset of creators, the feature aims to provide viewers with in-depth educational content while offering creators a new revenue stream.

In July, the company unveiled six tools for YouTube Shorts to enhance content creation and user engagement while simplifying video production.