Hype is an effective marketing strategy that allows brands to generate excitement around a product or event. It is a multi-pronged approach that involves content creation, influencer marketing and a targeted media campaign.
Hype works because it exploits the consumer’s “need” to own a specific product. This need is based on how the product makes the consumer feel, as well as if it aligns with a prevailing trend in society. It is an example of a brand monetising what American economist Thorstein Veblen called “conspicuous consumption.”
What’s more, hype creates anticipation and the illusion of scarcity among consumers. It’s a tactic that works best for younger audiences, such as Millenials and Gen Z, who value exclusivity.
Supreme is a famous streetwear brand that uses hype to monetise its brand image. Its founder James Jebbia noticed that young people, what he calls “hypebeasts,” are willing to pay for merchandise that they perceive as cool or trendy.
For Supreme, this is a key factor in its success. It has been able to sell branded bricks, crowbars and bolt cutters to construction workers despite not being a mainstream brand. Its ability to capitalize on hypebeasts’ desire for a certain look is also attributed to the brand’s reliance on drop culture, which is a sales tactic wherein a product or collection is released in limited quantities without much advance notice.
It’s an important element of marketing that is often overlooked by companies. It’s a powerful way to engage your audience and turn them into loyal fans.
The problem with hype, however, is that it is often misunderstood and misused. It can lead to redundancy, confusion and lack of clarity.
There are many different types of hype, but they all share one common characteristic: extravagant claims about a product or person. These claims may be true, but they are incredibly exaggerated or out of reach for most people.
These claims are frequently made using inflated similes or metaphors, which are a popular tool of marketing. Examples of hype can include a product that’s “so powerful it’ll suck the chrome off your trailer hitch”, or “faster than a streaker running down-field at the Super Bowl.”
But these claims are often inaccurate and, in many cases, downright wrong. For instance, the word “hype” is derived from the verb hyperbole.
This word is most commonly used to describe advertising that’s inflated or misleading. But it can also apply to any kind of promotional effort.
A popular way to promote a new product or service is through social media. This type of promotion can be especially effective when executed in a strategic and creative manner.
The key to successful hype is to communicate the right message at the right time. This means that you must be able to convey the value of your product or service in a clear and concise manner while keeping it relevant.
The most effective hype is the type that is sustainable and actionable. This type of hype is often achieved when customers agree with, and even advocate for, the claims you make about your product or service. When a customer has this experience, they’ll be more likely to recommend your products and services to others.