January 28, 2025, 9:22 am | Read time: 3 minutes
Interactions have become an important currency on online platforms. In this context, the principle of the internet phenomenon rage bait (sometimes also called hate bait) is easy to explain: It stands for publishing content that is intended to evoke strong emotions in the recipient – and predominantly negative ones at that. TECHBOOK takes a closer look.
You may have come across a certain Bella, aka Steakandbuttergal, on Instagram. The content creator showcases her “carnivorous diet” on her channel, having transitioned from a vegan diet to one solely reliant on animal proteins and fats. However, Bella’s diet extends beyond the occasional steak with a vegetable side dish; she consumes large quantities of (often raw) meat. She reports that she has not eaten a single plant-based food in years. Instead, every meal includes a whole block of butter. She claims the diet has led to numerous benefits: weight loss, increased vitality, and a naturally appealing body odor that eliminates her need for perfume.
Health-conscious users may find such portrayals particularly provocative, especially given the influencer’s growing following. If you now visit her profile more often to see what Bella has been up to and possibly comment on one or two of her posts, then you may have been taken in by Rage Bait.
Overview
What is Rage Bait, and What Is Behind It?
The term “rage bait” translates roughly as anger bait and describes an increasingly widespread phenomenon on the internet. It refers to the targeted publication of content with a high potential to cause a stir, which is intended to evoke negative emotions such as outrage and anger in users. Benevolent content is different – but rage bait still fulfills the desired purpose for the sender.
Anyone who spends time on the internet can probably easily understand the background of Rage Bait. The strategy aims to increase interactions on websites or social media and thus increase reach. After all, click figures make a medium an attractive advertising medium. As a result, even negative attention can swiftly turn into a lucrative endeavor.
Comparable to Trolling
The phenomenon, which in principle can be compared to the well-known trolling (= stirring up trouble online to provoke reactions from others), is not new. The old adage ‘Any PR is good PR’ illustrates that even negative coverage can be beneficial by generating attention. In marketing circles, however, this approach is now considered outdated, and Rage Bait is anything but uncritical.
How exactly Rage Bait works
Content from the Rage Bait category usually contains provocative statements. They convey opinions that are likely to be rejected by the majority of recipients or misrepresent or distort facts. Depending on the topic, this content can provoke different emotional reactions. Rage bait content frequently incites the urge to rectify a claim or to publicly reprimand it. The topics can reflect a variety of controversial perspectives. But they can also simply be statements that provoke with their sheer fatuousness.
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Annoying – and Potentially Dangerous
Hate on the internet is, unfortunately, widespread. Rage Bait exploits the tendency towards intense emotional reactions, which can further fuel existing conflicts and lead to polarization. These postings leverage specific psychological triggers that may cause recipients to respond impulsively rather than engaging with the content objectively. Another side effect can, therefore, be the spread of false information.