How can emerging content creators stand out in YouTube’s increasingly crowded ecosystem? YouTube has answered this challenge with its new Hype tool, which officially launched globally across 39 countries including the US, UK, Japan, Korea, Indonesia, and India by August 2025. The feature specifically targets videos from creators with fewer than 500,000 subscribers, positioning itself as a potential game-changer for smaller channels seeking visibility.
YouTube’s Hype tool empowers smaller creators to break through the noise in an increasingly competitive landscape.
Located conveniently below the “like” button on qualifying videos, the Hype function allows viewers to support up to three videos weekly. Each hype contributes points toward a video’s ranking on specialized leaderboards accessible through the Explore tab, with smaller creators receiving proportionally larger point boosts to level the playing field. For instance, hyping content from a channel with just 500 subscribers grants approximately 7,500 points, compared to merely 50 points for a channel approaching the 500,000 subscriber ceiling.
The system refreshes its leaderboards weekly, showcasing trending hyped videos to enhance discoverability. Videos accumulating maximum hype points proudly display a “hyped” badge, while dedicated fans can earn monthly “hype star” badges for consistent support, creating a symbiotic relationship between creators and their communities. YouTube also notifies fans when their hyped videos are close to reaching leaderboard status, encouraging continued engagement. Similar to setting clear goals for music promotion, creators can leverage these badges to build brand storytelling that resonates with their audience and drives deeper connections. Much like musicians diversifying through multiple income streams, content creators can use Hype to build audience engagement while exploring other revenue channels.
YouTube’s roadmap for the feature includes several expansions, with interest-based leaderboards organized by categories like gaming and style on the horizon. Creators will soon benefit from dedicated analytics cards and weekly hype recaps in YouTube Studio, offering vital engagement metrics. The platform has also introduced a dedicated hype button under videos to make supporting emerging creators more intuitive and accessible.
Monetization opportunities are also being explored, with paid hype currently undergoing testing in Brazil and Turkey. This optional feature would allow fans to financially boost videos they particularly enjoy, providing an additional revenue stream for emerging creators without disrupting the platform’s existing payment structures.
For brand accounts, while they cannot hype videos themselves, their content can still receive hypes if they participate in the YouTube Partner Program, ensuring commercial creators aren’t left out of this innovative discovery mechanism.
