In my recent deep dive into the book, Hype, we explored how brands, companies, and influencers leverage social media and marketing to spark reactions, create hype, and drive people toward certain actions. This book digs into the strategies that push us to make quick decisions, like a sudden purchase or subscribing to a service, based on carefully crafted content designed to spark curiosity, excitement, or urgency.
The conversation left me with one essential takeaway: we all need to be more mindful about what we consume online. Every ad, influencer post, and marketing campaign is crafted with a goal in mind. And while some are transparent and helpful, others are purely built to trigger instant, sometimes rash decisions without much thought. It’s easy to see something flashy or exciting on social media and take it at face value, but *Hype* pushes us to think deeper: What’s the real intention here? Is this ad trying to elicit a reaction, a quick click, or an impulse buy?
That’s where the concept of mindfulness comes in. We all need to become more conscious of the information we’re exposed to and ask ourselves some simple yet powerful questions: Who is delivering this message? Are they genuinely aligned with this brand, or are they just getting paid to promote it? Is this influencer really standing behind the product, or is this just another advertisement in disguise?
Interestingly, this brought me to a recent chat I had with my friend Nicole Mastrangelo from the Daily Drip, where we touched on the topic of social proof. Social proof, when done ethically, can be a powerful way for small business owners to create genuine hype around their brand. It’s about inviting real clients to share authentic experiences—how they’ve benefited from working with you, why they enjoyed engaging with your business, and what sets you apart. When clients or customers speak about their journey with your brand, they build credibility and trust that no flashy ad can match.
This is where small businesses can stand out. Instead of manufacturing hype, they can cultivate authentic social proof through client stories and testimonials that reflect their values and mission. When done responsibly, this approach to hype feels genuine and builds a reputation that’s worth more than any quick-fix ad campaign. But it also requires a commitment to transparency and integrity from businesses.
At the same time, as consumers, we need to stay alert. Not every brand or influencer is focused on ethical representation. Some are solely driven by the next big sale or the next viral moment. It’s up to us to stay curious, ask questions, and be aware of what might be pulling our strings behind the scenes.
Marketing is everywhere, and it’s a two-way street. Businesses should be held accountable for delivering authentic content, but as consumers, we also bear the responsibility of questioning, fact-checking, and making informed decisions. So the next time you’re scrolling and find yourself hooked on the latest trend, ask yourself: Is this genuine, or is it just another piece of hype?
Read my full blog post on the book, Hype.
