Hype is an interesting phenomena, it has essentially no grey area. Building up excitement about a project typically only works wonderfully or is a resounding flop. When something doesn’t spark the public’s interest the result is never disastrous, just filled with apathy.
Take KickStarter for example, the entire premise of the site is to create enough anticipation about a project so that people will donate money to something that in many cases doesn’t exist. KickStarter is essentially a controlled format to build hype about a project. It is obvious when browsing through the projects which ones are capable of grabbing people’s attention and which ones are not. For new media artists building hype about your project is an equal mixture of good timing and clever marketing that can boost your work from ‘meh’ to viral.
1. Release Teasers
Take a note from movie studios and give your audience something to gnaw on while you prepare the final product. I don’t know about you, but the first time I saw the teaser trailer for The Avengers, it was all I could think about for a week. The power of releasing teasers is giving your fans the promise of something great to come with an added sense of mystery. Just make sure that whatever you release as a teaser is great, if the teaser is no good then people won’t be excited about the finished product.
2. Add a Sense of Mystery
There is no need to go and give away what your project is immediately. If you are vague about whatever it is you plan on releasing, people will begin to speculate. The more your fans are talking about your mystery project the more opportunities you will have to build excitement.
3. Show Behind the Scene Footage
It is important to make sure your audience doesn’t forget about your project in the weeks or months leading up to it. Obviously you can’t release a new teaser everyday to remind them, but you can give them work in progress footage. The key is to not give away too much of what you are working on but also show your work progress, conditions, and process. The filmmakers and artists I follow typically release footage or photos of their method and studios, which gives the project a more personal touch.
4.Talk About It Everywhere and Anywhere
Even if you are not releasing new images or videos to fans, remember to keep promoting the project. Send Twitter updates, ask for feedback, and do anything and everything to keep people talking about the upcoming release. Use all your social media platforms to update fans and followers. The best way to make people not care about your work is to let them forget it.