YouTube hype: YouTube launches Hype, new tool for emerging creators

In its annual event, Made on YouTube, the social media platform announced a new product called Hype to help emerging creators grow by connecting them with new audiences. The update allows any creator with under 500,000 subscribers to hype (boost) the video if it has been out for not more than 7 days.

It enables the creators to get featured on a new leaderboard ranking on the weekly top 100 hyped videos with a frequency of thrice a week per creator, the platform said in a blog.

Earlier this month, YouTube launched new tools to help artists identify and control AI-generated videos that sound like them. This is already used to identify and manage copyright content.

“We want to make sure that our role in supporting the amazing creator economy that exists here in India remains a positive one, a vibrant one, and that is really my top priority”, said YouTube CEO Neil Mohan, in a recent exclusive to ET.

Hype is the outcome of a survey conducted with a sample of over 2,500 viewers aged 18-45 from parts of the world: US, Japan, and Germany. A significant majority of respondents, including a particularly high percentage of Gen Z, expressed a desire to contribute to the growth of smaller and medium-sized creators, as per a YouTube blog.

The small creator bonus that helps them earn points for every video that gets hyped, will allow emerging creators to have a level playing field when it comes to competing with bigger channels.

Mohan had told ET that the creator economy on YouTube has generated around Rs 16,000 crore of economic activity producing 750,000 jobs in India. “We have paid out $70 billion to creators, musicians, artists, media companies, in the last three years,” Mohan added.The recent updates whether it be features like hype that gives you a “small creator bonus” or YouTube communities for uninterrupted conversation between fans and creators, a dream screen in Shorts for creative video backgrounds, brand Connect to connect creators with brands, among others, YouTube is driving the content today.

Mohan revealed that a count of 11,000 creators have more than a million subscribers today, and we only anticipate it to grow. “I really think that a consumer and creator driven trend will continue. We are very happy with the success on YouTube,” he added.

YouTube plans to integrate Google DeepMind’s most capable model for generating video, Veo, into YouTube Shorts later this year, the blog mentioned.