Hype is extravagant publicity or promotion. It is the buzz around a new product, a movie, or a game. A trailer drops. The internet explodes. That is hype. It is excitement. It is anticipation. It is also a tool. Marketers create hype. Fans spread it. The hype cycle is real.

Hype can be good or bad. Good hype builds community. Bad hype leads to disappointment. A game that is overhyped will be criticized. A game that is underhyped will be a pleasant surprise. The word is neutral. The result is not.

Related terms

• Hyped: excited or enthusiastic.
• Overhyped: more hype than quality.
• Hypebeast: someone who follows trends obsessively.
• Anticipation: the feeling of waiting.

Hype is a wave. You can ride it or be crushed by it. The best creators ignore it. They focus on the work. The hype comes or it does not. The work remains. That is the lesson. Hype is temporary. Quality is permanent.