Hype

What is hype?

Hype refers to the intense discussion and active attention given to a specific topic, event, product, or brand. It serves as a powerful tool for attracting audience interest and increasing mentions of a company in the media. However, hype typically generates short-term interest that quickly fades. For example, the food delivery service "Dostaevskiy" capitalized on the hype surrounding the series "Slovo patsana" by introducing a themed set called "Combo for the guy".

History of the term "hype"

The word "hype" comes from the English "hype," which has several meanings:

• Commotion, excitement, or mass agitation.
• Deception or manipulation.
• Pressuring advertisement.

The emergence of the term is also linked to various theories. One version suggests that "hype" originated from the euphoric feeling associated with drug use. In terms of marketing, hype can "inject" emotions into customers, creating brand dependency. Other theories connect the term with exaggeration (hyperbole) or hypocrisy (hypocrite), depending on the context.

In its modern understanding, the term "hype" was first used in 1994 in Steven Pinker's book "The Language Instinct." Since then, it has become part of youth slang and has been widely used in Russia since the 2010s when it began to be actively employed by rappers and bloggers.

Types of hype in business

In business, three main types of hype are distinguished:

• Managed hype: Created by the company itself through the launch of a new product or a large-scale event, such as the sales of new iPhones.
• Embedded hype: The company's reaction to current events or themes, where the brand adapts its content and plays with situations, as Kirill Karavaev's clothing line did at the beginning of the COVID-19 pandemic.
• Uncontrolled hype: Arises spontaneously and can have negative consequences. An example is the case of H&M, which faced accusations of racism due to an unfortunate advertisement.

Advantages and disadvantages of hype in business

Using hype in marketing has its pros and cons:

Advantages of hype

• Attraction of attention and increase in sales: Hype topics spread quickly and generate interest.
• Improvement of internet metrics: SMM and SEO indicators grow, leading to increased traffic and engagement.
• Distinction from competitors: Hype helps the brand stand out due to originality and provocations.

Disadvantages of hype

• Short-lived: Interest quickly fades.
• Reputational risks: Incorrect use of hype can lead to negative consequences for the company's image.

How to use hype in business

For effective use of hype in business, several key points must be considered:

• Identify the target audience and ensure that the hype assets fit them.
• Assess the appropriateness of using hype in promoting your product or service.
• Keep track of current trends and be ready to adapt to changing conditions.

Hype can be a powerful tool if used cautiously and with consideration of all factors. Bright examples of successful hype usage can inspire the creation of original marketing campaigns.