Have you ever stumbled upon a video so outrageous, so annoying, that you just had to leave a comment? Or maybe you shared it with friends just to say “Look how stupid this is!”. If so, you might have fallen for something called rage-bait.

What is rage-bait?

Rage-bait, also known as rage-farming, is all about… making people mad. On purpose. It’s a manipulative tactic designed to make viewers so angry that they engage with the content – either by leaving a comment, sharing it, or reacting in some way. And why would anyone want to intentionally make people angry? The answer is simple: strong emotions mean engagement, which in the social media world equals money. Algorithms don’t care if the attention is positive or negative. To them, a comment is a comment, a view is a view. This means that creators who use rage-bait get rewarded, even if people are just there to hate on them.

Examples of rage-bait

Maybe you’ve seen some of these rage-bait tactics before. Take food-wasting videos on TikTok. Disguised as “recipe” videos, the most outrageous food combinations you’ll ever see are made in enormous portions (that will all probably end up in the trash). They often include cooking with absurdly long nails, hair added to food just to bother the viewers, spilling the ingredients all around, or incorrectly naming food being made. Don’t even get me started on cooking in weird unhygienic places like hotel sinks or toilets…

Another common rage-bait “trend” was cheating videos, where someone catches their significant other in an affair. It’s safe to say that most of these videos were staged to make viewers feel furious on behalf of the “victim”, and create a storm of sympathetic comments. Or perhaps you’ve seen these customer service stories, where someone records an interaction with a ridiculously rude waitress or boss. These clips are crafted to make you feel sorry for the person posting, but they’re often simply fake.

Some other examples would be the clips from street interviews or podcasts featuring extreme opinions, such as someone casually saying something wildly sexist. Oh, and let’s not forget about the viral “man vs bear” trend, where women were asked if they would rather run into a man or a bear while being alone in the woods, making the TikTok audience furious with choosing mostly the second option.

It got to the point where rage-bait is used not only by “influencers”, but even in advertisements. If you’ve spent some time on YouTube, you’ve probably seen these annoying game ads. They make it look like someone is struggling with an easy puzzle, so people think “ugh, I could do that easily!” and download the app.

It gets more problematic…

Sometimes creators openly admit to rage-baiting, but more often they hide behind “satire” and “parody” hashtags. The fine line between the comedy content and the one just meant to make you mad is questionable. Is it really a parody, if most of your audience don’t know you’re joking, and they take it seriously? Is it comedy, if it gets views by enraging people?

Another part of the problem is YouTube creators who make reaction videos to rage-bait content. On one hand, they’re calling out the ridiculousness and – what can I say – it’s simply entertaining to hear someone’s comment about whatever is happening in social media at the moment. On the other hand, by reacting, they keep the cycle going.

Signs you’re watching rage-bait content

So, how can you tell if a video is trying to rage-bait you? First, look for very bold and controversial statements, for example sexist, racist, or extremely offensive in other ways. If someone’s opinion seems way over the top, it might be rage-bait. Similarly, if a video seems too ridiculous to be true – like someone tossing food around in a luxury car – it’s usually staged. Videos with suspicious cuts, like rapid jumps in street interviews, often hide the fact that the answers are taken out of context. If you see someone overreacting or underreacting to a wild situation, this could be a sign that they’re acting. Watch out for videos where something seems perfectly captured with convenient angles, the person recorded seems to be blind to the camera pointed right at their face, or someone looks like they’re reading off a script. Keep in mind that most people don’t think about recording a tiktok in an actual crisis situation.

Why not engaging is the best strategy

If you come across content that makes you mad, it’s tempting to leave a comment or share it to vent your frustration. But remember, every view, comment, and share boosts that content in the algorithm. For creators who are monetized, views equal money, so every time you engage, you’re helping them get paid. Even if it’s hate, the engagement is valuable. The best way to deal with rage-bait? Don’t engage. Just scroll past, block, or mute the creator if you don’t want to see their content anymore. By ignoring it, you send a signal to the algorithm that this content isn’t worth promoting.

Don’t let the rage-bait win

Rage-bait is doing so well on social media because it uses a simple truth – it’s easier to make people mad than to make them love you, and nothing unites people more than a shared enemy. Using this tactic is kind of like cheating a system.

In a world filled with rage-bait, it’s more important than ever to be media literate. Understanding how algorithms work and why content creators use certain tactics can help you navigate social media without falling for every trick. It’s all about recognizing that not everything you see is real or genuine – and that a lot of what gets posted online is designed to manipulate your emotions.

So, next time you see a video that gets your blood boiling, take a moment. Is it worth your reaction? Or are you just helping someone achieve their goals for the price of your emotions? Sometimes the best response is no response at all. 

Anna Wojdziak

Sources:

Wikipedia – Rage-baiting

YouTube – Hannah Alonzo ““RAGE BAITING” AND WHY INFLUENCERS ARE INTENTIONALLY MAKING YOU MAD | Influencer Insanity Ep 5”

YouTube – Luke Kono “Online Rage Bait is AWFUL”