How does a hype arise?

This creates a hype

A hype cannot be planned. Various factors have to work together for the hype to develop and persist. By definition, hype is something that, over a certain period of time, stands out due to its particular popularity.

• The emergence of a hype is nowadays strongly supported and co-founded by modern information and communication technologies. Through media like Facebook, YouTube and Co. are spreading pictures and videos very quickly and are available worldwide.
• A hype receives special support when so-called opinion leaders are involved. These are people who can influence their fellow human beings in terms of behavior and attitudes and who contribute to general opinion-forming. Opinion leaders can, for example, be celebrities who are used for advertising.
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• Once a critical mass has been reached, hype becomes a sure-fire success. Critical mass means that only a certain part of a group needs to be convinced of a product, for example. When this point is reached, the rest of the group will follow through the crowd.
• Psychological factors also play a role in creating a hype. Ultimately, humans are still gregarious and fearful of being an outsider. In this way, the behavior and opinions of friends and acquaintances are adopted in order to continue to be part of the group.


Social networks - discussion

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• Planning a hype is difficult. Often a certain song, product or the like simply hits the nerve of many people and represents something new and innovative, as it has never been before.

Well-known hypes

• The song "Gangam Stype" by artist Psy has been hit a million times YouTube clicked and topped the charts for weeks. The song was characterized by a specially developed dance, which was fun to watch and gladly imitated. The creation of the hype was supported, for example, by the American singer Katy Perry. When the song was still unknown, she put it on Twitter posted where she had 25 million followers at the time. This was a kind of multiplication effect, which is why the song could spread even faster.
• Another hype is represented by the so-called Social Beer Game. The hype that could result from this can be attributed to the social network Facebook, which now has over 1.23 billion registered users and that Video could thus spread very quickly. The task in this game was to drink a large beer in front of the camera and to post it on ex. There were three at the same time friends nominated who had to imitate that within 24 hours. If this time exceeded a case of beer had to be provided as a punishment. This hype grazed on Facebook for weeks and then completely disappeared.
• As another InternetPhenomenon is to be called Grumpy Cat. Grumpy is an English word and means something like "grumpy". This is namely the permanent facial expression of the cat of the same name, which is caused by a genetic defect. Within a very short time, endless material of funny videos and pictures about this apparently always bad-tempered cat spread here.
• A hype also arises from special products. Here you can name the iPhone series from the manufacturer Apple. This trend was favored by an extremely innovative product at a time when nothing comparable was available. Targeted marketing measures did the rest. As a result, there was such a rush on the devices on the respective releases that people even slept in front of the shops in order to be able to secure one of the products.