I think a lot of the hype is coming from content creators who are actually finding it useful for content creation. Generating ideas, organizing notes and research, writing scripts and articles, managing schedules, editing, promoting, etc...

I assume a lot of these folks were already using LLM's quite a bit, but were using the Chat interfaces or had workflows that were split among a bunch of different services and tools. Something like OpenClaw gave them a way to centralize a lot of that and also gave them a way to use natural language to direct efforts. So for them this probably feels like a big step change.

If you are coming from a programming background you were aware that this type of setup has been doable for a while, but you were probably content sticking with Claude code or similar tools because those tools covered most of your LLM based workflows quite well.

And tying this altogether, one of the lowest hanging fruits for content creators is to create content about the tools they are using. Doubly so if that particular tool is starting to go viral. So you end up with a self feeding virality of sorts, as OpenClaw got more popular, more content creators started using it, and then publishing content about it, etc....