YouTube has released its Hype feature in India. It is a tool that enables the viewers to market the videos of those creators who have met all the YouTube Partner Program requirements. The Hype is a way of making more discovery for the emerging Indian creators by promoting their content to the online world on an organic basis.

Highlights:

• Viewers can activate Hype on eligible videos once per week.
• Hype makes videos more prominent in YouTube’s Explore section.
• The feature is free for creators in the YouTube Partner Program.
• Each Hype lasts for 24 hours after activation.
• India is among the first markets to receive Hype post-testing.

Hype is available only to creators who are in the YouTube Partner Program. It is activated by viewers according to a special button next to like. That is an indication to the YouTube algorithm to favour recommendations. It has a 24-hour duration and gives temporary organic reach without the payment of promotion.

Hype is limited to channels that have subscribed to the YouTube Partner Program. The video which is featured is given algorithmic preference when it is viewed by users on Hype. The option is found within the Explore tab of the site and it exposes the feature to new users. This is aimed at the increasing market of new producers in India.

The introduction of Hype India on YouTube focuses on the issue of discoverability that affects creators who have just emerged. It offers a first hand audience delivery tool in an important expansion market. The feature strengthens the existing support mechanisms of Indian creators in YouTube and focuses on organic reach.