The video has received over 84,000 views on YouTube and it took over Baylor’s campus as if students would shout ‘Sail!’ in perfect, timely unison. He reminisced, “The build up to that Thursday night game against OU was incredible and I'll never forget the feeling of being a small part of it.” “The video truly kicked me into being the literal lowest form of celebrity possible in Waco city limits,” recounted Harrison. Then “Hey Baylor, Let’s Do This” dropped the week before a Thursday night, primetime November blackout top 10 game against Oklahoma and nothing was the same. There is more to come on this shift in the hype industry to shorter content, but it does go to show that TedVid was riding a rising tide. Ramundt worked for at Iowa State during this time and the Cyclones were making similar hype video content within their own department such as this one.
Sarah Ramundt, a video producer for West Virginia Athletics, agrees that the hype video trend began around the early 2010s, yet claims “in my opinion are old news” in today’s landscape in terms of length. “However, I did somehow get in on the trend early.” “I'm certainly not the first person who ever made a hype video for a program as a fan,” Ted tries to pass off modestly. The success of the hype video was three-fold: 1) Ted had put in the Malcolm Gladwell recommended 10,000 hours or so in several years prior to his breakthrough hype video 2) Baylor football had become freakishly impressive by putting up an average of 70.5 points per game through their first four games in 2013 and 3) it was still early for the hype video trend in the social media realm. In other words, he optimized the best Baylor hype content and passed it off to at least tens of thousands of followers.
Harrison, who graduated from Baylor in 2011 and is now the Head of Content Optimization at Twitter, revolutionized how content was presented to the Baylor fan base. Baylor was more than just great, they were historic, and Ted was able to capture their rise with hype videos that told the Baylor story. The rise of Baylor football directly correlated with the rise of Ted Harrison’s-otherwise known as TedVid in the Twitter community- hype videos. Throw in a starved fan base in football-obsessed Texas climate and there was a growing beast called Baylor Nation that had to be fed. The new look Baylor Big XII offense was so sexy with tons of crazy athletic players with personalities to match. Therefore there was a perfect storm where social media was exponentially increasing its footprint to create a content driven society. Matching 100 percent of production in a third of the time catapulted Baylor into the national spotlight. From 2011-15, the Bears also won 50 football games. From the inception of the Big XII in 1996 all the way to 2010, Baylor won a total of 50 football games. The rise of Baylor football coincided perfectly with the greater consumption of social media and the need for hype videos. We spoke with other experts and media personalities in the field to further understand the hype industry and how universities are continuously evolving to serve the needs of their fan base.
We set out to explore the origin of the hype video and examine how the concept has changed over the past five years using the Baylor platform as a specific backdrop. No matter what type of content-or the length of the feature-the underlying principle remains the same: engage, connect and unify fans by getting them hyped for the season or a specific game. In recent years, the quantity of hype videos have diminished being replaced instead with shorter productions that can capture the brief attention span that any person has while they are locked into the box on their hands. Right around the start of this decade was when hype videos started to rise, and the phenomenon reached a pinnacle from about 2013-15. The easiest way to bring that many people together-especially during the offseason-is through hype videos. Most of the time, however, the content brings everyone together. Oftentimes, this can lead to ugly scenarios where the truth is largely unknown and there is more speculation than anything. Many Twitter personalities and team Instagram accounts vie for the attention and praise of thousands and thousands of fans.ĭifferent forums-YouTube, Twitter, Instagram, etc- have been putting enough content in one place that is immediately accessible to the national public. Nowhere is this more prevalent than in the world of college football. Social media has rapidly become the main avenue of fan engagement for many different sports in the past decade. (Photo: © Jerome Miron-USA TODAY Sports, USA TODAY Sports) How social media hype video content has evolved over the years at Baylor and other programs.
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