# Hype: what it is and how it works · Zorraquino
> Hype is exaggerated expectation or excitement around a product, person or event, often fuelled by promotion.
URL: https://www.zorraquino.com/en/dictionary/advertising/hype.html

# Hype

Hype is exaggerated expectation or excitement around a product, person, technology or event, often fuelled by promotion and public conversation

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It can be stirred up through launch campaigns, teasers, waiting lists or partnerships, but it also arises spontaneously on social media and in the press. It differs from buzz in degree and intent: buzz measures how much people talk about something, while hype implies expectations that exceed what is known about the product.

Managed well, it brings visibility to a launch; if expectations are not met, it leads to disappointment and criticism. In technology, the hype cycle model describes how initial enthusiasm often gives way to disillusionment before more realistic adoption.

Also known as

Buzz, Excitement

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Buzz](https://www.zorraquino.com/en/dictionary/advertising/buzz.html)
- [Teaser](https://www.zorraquino.com/en/dictionary/advertising/teaser.html)
- [Buzz tracking](https://www.zorraquino.com/en/dictionary/digital-marketing/buzz-tracking.html)