Hype in Business: How Buzz Around a Brand Drives Growth

Hype is a phenomenon where artificially heightened attention is created around an event or product, often exaggerated, to ignite consumer interest. This can occur through traditional advertising channels as well as social media, influencers, celebrities, and viral content. Hype generates a sense of scarcity or exclusivity, compelling consumers to act quickly.

In this article, we will explore the mechanisms and principles of hype and examine how businesses can effectively leverage it.

Generating Demand and Encouraging Purchases

Hype stimulates demand. When a product or service becomes a topic of widespread discussion, consumers start perceiving it as something unique. The fear of missing out (FOMO) drives people to make immediate purchases before the product runs out.

A prime example is Apple. Every iPhone launch is surrounded by immense hype, leading to long store lines and mass purchases. Since each new Apple product promises innovation, consumers rush to acquire it, even if the advantages over previous models are minimal.

Partnerships with Companies and Influencers

Hype serves as a catalyst for social proof. People tend to make decisions based on what others are doing. When a product becomes "the talk of the town," it gains additional attention and credibility.

Genshin Impact offered an expansive open world, anime aesthetics, and a deep combat system—all for free! This attracted millions of players who actively shared their experiences on social media. From its release, Genshin Impact was aggressively marketed on YouTube, TikTok, Twitch, Twitter, and other platforms. The game appeared in recommendations, and collaborations with streamers and influencers ensured massive reach.

Instant Feedback and Adaptability

Netflix successfully leveraged fan feedback to create personalized content in the series Stranger Things, actively considering viewers' preferences and theories. Social media discussions about characters and plotlines became a foundation for adapting future seasons. This approach not only strengthened fan engagement but also turned the show into a cultural phenomenon, sustained by memes, fan art, and online discussions, which further amplified its popularity.

The Potential for Virality

The "Barbenheimer" phenomenon exemplifies viral marketing in the film industry. On July 21, 2023, two completely opposite films premiered on the same day: Greta Gerwig’s vibrant comedy Barbie and Christopher Nolan’s dark historical thriller Oppenheimer. The viral nature of this cultural moment led to massive box office success—collectively surpassing $2 billion—while studios further fueled excitement through cross-promotion.

Innovation

Generative AI has emerged as a powerful tool, enabling anyone to become an artist or designer, opening new frontiers in creative content. AI can now generate photorealistic videos based on text descriptions and 3D-model entire game worlds. As AI continues integrating into creative processes, it is set to become a standard industry tool. Major companies like OpenAI, Stability AI, and Midjourney are actively advancing generative AI, recognizing its potential to optimize content creation, making it invaluable for designers, marketers, influencers, gamers, and writers alike.

Leveraging Hype for a Fantasy Book Promotion

Based on the strategies mentioned above, hype can also be used to promote a fantasy book:

Utilizing Social Media and Fan Platforms A dedicated TikTok account can be created for the book, featuring consistent content updates. Hashtag challenges and trends such as #BookTok or #FantasyBooks can help boost engagement and visibility.

Launching Unique AI-Generated Content AI can be used to produce stylized character illustrations, fantasy landscapes, maps, or key scenes from the book. These visuals can be shared on social media and specialized platforms. Additionally, interactive AI-generated characters can be made available to users via chatbots or social media quests.

Collaborating with Popular Influencers Influencers specializing in the fantasy genre can be granted exclusive access to the book. In return, their reviews, discussions, and viral content can draw significant attention to the work. Additionally, streamers can be invited to host live readings or book discussions.

Community Engagement and Fan Contests A community can be established on platforms like Reddit or Discord, where fans can share theories, discuss the plot, post fan art, and exchange ideas. This helps sustain interest in the book and build a loyal audience. Organizing contests—such as best character descriptions or unique cover designs—encourages deeper fan engagement and strengthens their connection to the book.

Launching Merchandise Book-themed merchandise, including T-shirts, mugs, posters, pins, and world maps, can be developed. This not only spreads awareness about the book but also helps establish a recognizable brand. Such collectibles become valuable to fans, and their distribution enhances the book’s visibility and strengthens the fanbase.

Conclusion

Hype has become an essential component of modern marketing. It helps businesses attract attention, create demand, and drive sales. However, successful hype campaigns require a well-thought-out strategy to avoid misleading consumers and failing to meet their expectations. When executed correctly, hype becomes a powerful business tool, paving the way for long-term success.