Think about why hype is so extremely relevant in today\u2019s day and age: If you don\u2019t generate buzz, you\u2019re dead in the water. We live in a world that is constantly churning out solutions and ideas. And truly, this statement isn\u2019t just a platitude. To put this into context, look at an industry and geography \u2013 just take technology and India for example. A study by the Indian Ministry<\/a> of Commerce and Industry on the startup ecosystem recognised 1,300 new tech startups born in 2019 alone \u2013 implying there are 2-3 tech startups born every single day \u2013 that\u2019s just new solutions: in not the first, not the second, but the 3rd largest startup ecosystem in the world. Setting that statistic aside for a second and focussing on what some of the largest businesses in the world are doing \u2013 Statista\u2019s Global report on Video advertising and marketing worldwide<\/a> noted \u2013 in 2020, online video ad spend<\/a> amounted to 49.8 billion U.S. dollars and thereby accounted for almost 30 percent of total display ad spend positioning businesses, services, and products worldwide.<\/p>\n\n\n\n The fear of getting lost in the clutter can get very real, very soon. Generating hype around your product or service can create a highly appealing perception of your brand and product, and impact consumer behaviour by grabbing their attention across channels.<\/p>\n\n\n\n Hype is most often used right before a product or event launch, creating a sense of urgency that puts your output in a bubble, forcing your audience to focus on nothing else. Take some of the top players who are killing it with hype marketing \u2013 Supreme\u2019s<\/a> attention towards exclusivity and limited supply has taken the world by storm, Apple\u2019s unique and classy events and teaser videos strategically launched well in advance of their products, Sony\u2019s teasers on their playstation console; all have one thing in common \u2013 they create a red velvet carpet for their products. <\/p>\n\n\n\n So what about generating buzz makes it impossible for your audience to miss your product?<\/p>\n\n\n\n It has always been ingrained in our minds since the dawn of time to be part of a community, and one of the ways to belong is by being \u2018in the know\u2019 of the happenings around us. Think about it \u2013 Have you ever been in a situation where someone said, \u201cDude, did you hear about that crazy thing that happened to someone famous sometime ago?\u201d And everyone delves into it, leaving you clueless and left out. Who wants to feel that way!?<\/p>\n\n\n\n The fear of missing out or FOMO is a real phenomenon that taps into our primitive need to be where the action is. As social creatures, we do not want to fall behind the latest trends and this makes it easier for brands to tap into our fear by emphasising on what we\u2019ll miss out on. <\/p>\n\n\n\n Bringing back Supreme\u2019s hype strategy, the brand is an expert at leveraging FOMO. Their art of limited supply has invoked a sense of need among their fans, making them want to be one among those who own the product. The \u201cdemand outweighs supply<\/a>\u201d strategy has worked wonders for them, making them one of the top players in marketing. <\/p>\n\n\n\n But when it comes to hype and teasing your audience, we have identified that the best way is through a product video<\/a> category that has stood the test of time: teaser videos.<\/p>\n\n\n\nLeveraging FOMO to generate buzz<\/h2>\n\n\n\n
Putting the tease in teaser videos<\/h2>\n\n\n\n