How it Works
WPP, Havas, Omnicom: Are advertising’s biggest holdcos recasting agencies as AI Operating Systems?
YouTube launches 'Hype' in India to boost visibility for emerging creators
After successful beta runs in Turkey, Taiwan, and Brazil, where over 5 million hypes were cast across 50,000+ unique channels, Hype is now live in one of YouTube's most dynamic creator ecosystems.
After successful beta runs in Turkey, Taiwan, and Brazil, where over 5 million hypes were cast across 50,000+ unique channels, Hype is now live in one of YouTube's most dynamic creator ecosystems.
YouTube is doubling down on discovery for smaller creators in India with the launch of Hype - a feature designed to amplify emerging voices on the platform.
After successful beta runs in Turkey, Taiwan, and Brazil, where over 5 million hypes were cast across 50,000+ unique channels, Hype is now live in one of YouTube's most dynamic creator ecosystems.
India's creator community, spanning languages, genres, and regions, has become a global force - but for creators with smaller followings (between 500 and 500,000 subscribers), getting noticed can still be a steep climb.
Here's how it works: Viewers can "hype" a newly published video (within 7 days of upload) up to three times a week, completely free of charge. Each hype contributes points to a video, propelling it up a dedicated leaderboard featured under the Explore tab. The top 100 most-hyped videos get extra visibility - with a chance to break into the YouTube home feed.
But it’s not just a numbers game. YouTube is also factoring in a bonus point system for smaller creators - the fewer subscribers you have, the more bonus points your hyped videos earn. This levels the playing field and gives newer voices a real shot at grabbing attention alongside more established names.
Beyond exposure, Hype also serves as a pulse-check - a new way for audiences to show which creators and content they’re vibing with the most. Badges on hyped videos will indicate fan-favorite status, adding another layer of credibility and recognition.
SPOTLIGHT
From purpose-driven work and narrative-rich brand films to AI-enabled ideas and creator-led collaborations, the awards reflect the full spectrum of modern creativity.
Read MoreDiageo India CEO Praveen Someshwar joins Grand Jury of Storyboard18 Awards for Creativity
Praveen Someshwar, Managing Director and CEO of Diageo India, joins the Grand Jury of the Storyboard18 Awards for Creativity, highlighting the awards’ focus on work that blends cultural relevance with strategic and commercial impact.