build up the hype

Meaning

This expression means to deliberately create excitement, anticipation, and publicity around something, such as a new movie, album, or video game, before it is released. It is commonly used in casual conversations and marketing contexts to describe promotional campaigns that get people talking. The tone is casual and can sometimes carry a slight hint of skepticism if the product might not live up to the excitement.

Examples

• The studio released three teasers this week just to build up the hype for the sequel.

  The studio released three teasers this week just to build up the hype for the sequel.

• They are really building up the hype, but I hope the game is actually good.

  They are really building up the hype, but I hope the game is actually good.

• The band did a surprise pop-up show to build up the hype before their album launch.

  The band did a surprise pop-up show to build up the hype before their album launch.

• Marketing teams know exactly how to build up the hype on social media.

  Marketing teams know exactly how to build up the hype on social media.

• Don't build up the hype too much, or people will end up disappointed.

  Don't build up the hype too much, or people will end up disappointed.

Common Mistakes

• ✗ They built up the high for the new movie.

  ✓ They built up the hype for the new movie.

  'Hype' is the correct noun meaning excitement. 'High' is an adjective or a different noun referring to a state of euphoria.

• ✗ The trailers made a big hype.

  ✓ The trailers built up the hype.

  We typically use the phrasal verb 'build up' with 'hype' rather than 'make'.

Related Expressions

Practice

• The tech company is trying to ___ for their new smartphone by posting mysterious teasers.

  💡 To create excitement before a release.

  Show answer

  build up the hype

• If you ___ too much, the audience might expect too much.

  💡 Generate a lot of anticipation.

  Show answer

  build up the hype