In the digital age, where information is constantly flowing and trends shift overnight, the allure of hype can be tempting, and dangerous. Gabrielle Bluestone’s book, Hype: How Scammers, Grifters, and Con Artists Are Taking Over the Internet—and Why We’re Following, digs deep into how scammers exploit our psychology and social media dynamics to draw people into carefully crafted deceptions. While we may think we’re too savvy to be fooled, Bluestone’s insights reveal that hype-based marketing can easily sway even the most discerning among us.
In a conversation with social media expert James Erskine, we uncovered strategies to harness the positives of online influence while avoiding the pitfalls of hype-driven culture.
1. Shift from “Push” to “Pull”: How Audiences Engage Differently Today
Today’s digital consumers are selective, often preferring to seek out content that aligns with their interests rather than passively accepting whatever pops up on their feed. James highlights that “target audiences are more aware and more likely to pull content toward them at key times than to have it pushed upon them.” This shift calls for a change in marketing strategy: rather than bombarding your audience, offer value through authentic, informative content that speaks directly to their needs and questions. Focus on crafting content that answers the questions your audience is already asking. Aim for blogs, videos, and posts that position your brand as a helpful resource rather than a constant sales pitch.
2. Content for Every Stage of the Funnel: Engage Thoughtfully, Not Desperately
It’s no longer enough to generate awareness with top-of-the-funnel content alone. As James puts it, “It’s not just raising awareness; it’s creating content that can be searched.” This means designing content for every stage of the funnel, from awareness to consideration to conversion, and ensuring potential customers find relevant information at each step of their journey. Companies need to develop a content plan that includes various formats (blogs, social media posts, case studies) tailored to different stages of the funnel. This ensures that audiences engage with your company based on where they are in their buying journey, building trust over time.
3. Respect Audience Bandwidth: Avoid Bombarding with Overhype
A common theme in Bluestone’s book is the overload of hype, scammers and deceptive marketers rely on the “flood and capture” technique, creating so much buzz that audiences get swept up without a moment’s pause. James emphasizes that, instead of bombarding audiences, businesses should opt for mindful engagement. Set a balanced posting frequency and focus on quality over quantity. Regularly engage, but ensure that each piece of content brings new value to your audience, reinforcing trust instead of relying on flashy or repetitive messages.
4. Transparency and Ethical Marketing: Building Lasting Credibility
One of the most powerful takeaways from Hype is the importance of transparency. The book dives into the damaging consequences of scams like Fyre Festival, where misleading marketing led to massive distrust and financial loss. Today’s consumers crave authenticity, and companies that are transparent about what they offer build a stronger, more loyal following. Be upfront in your messaging by clearly communicating what your product or service can and cannot do. Additionally, if working with influencers, ensure they align with your values and are committed to honest endorsements.
5. Avoid FOMO Tactics and Cultivate Thoughtful Engagement
Bluestone discusses how FOMO (fear of missing out) is one of the most exploited psychological tactics in online scams. FOMO taps into our anxiety around missing opportunities, pushing us to make impulsive decisions. Instead of FOMO-based marketing, cultivate genuine connections with your audience, inspiring them through information rather than fear. Use your digital platforms to educate rather than sensationalize. By sharing content that informs rather than pressures, you encourage thoughtful decision-making, fostering trust rather than quick, often fleeting wins, allowing you to build longer lasting relationships with your audience and clients.
Cultivating a Mindful, Hype-Free Strategy
Bluestone’s Hype offers an eye-opening look into the power of manipulation online, but it also serves as a guide for businesses committed to ethical growth. By focusing on value-driven content, transparency, and thoughtful engagement, you can create a strong, trustworthy digital presence—one that resonates with authenticity rather than hype. Furthermore, it helps you as an individual analyze the content you are consuming with more care and consideration.
– Maria Medina
