Rage Bait

“Any publicity is good publicity.” We’ve all heard it. It’s one of marketing’s oldest cliché phrases. And it seems brands are starting to take it quite literally…

We’re living in a time when algorithms reward emotion, shares drive visibility and outrage spreads faster than facts… So, what enters right on cue? Rage bait.

Rage bait (or content deliberately designed to provoke anger, frustration, or divisive reactions) has quietly become a bit more popular; a tactic for brands chasing quick (and often enormous) engagement. Just this year we’ve seen the launch of Skims’ “face shapewear” which caused a stir of emotions, and American Eagle’s “Great Jeans” campaign with Sydney Sweeney that made many people furious.

With Instagram’s recent pivot to prioritise shares over likes when it comes to account reach, the temptation to stir up emotion for easy virality is stronger than ever too. But here’s the truth: whilst rage bait might spike your metrics, it can backfire and permanently erode your brand.

At KIJO, we believe authenticity and values-driven storytelling are the only real long-term growth levers. And data agrees. 86% of people say authenticity is important when deciding what brands they like and support (Social Media Today). 90% of millennials say that brand authenticity is key when making purchasing decisions too (also Social Media Today). So, for us it’s clear – outrage is never going to build trust and loyalty. 

Let’s dig into why rage bait works, why it’s so tempting, and why the smartest marketing teams should always resist it.

Related Read: How to Create More Shareable Content

What Is Rage Bait Advertising?

Rage bait advertising is a content tactic designed to spark emotional reactions (particularly anger, disbelief, or moral outrage) to boost engagement.

It’s often disguised as “debate-worthy” or “conversation-starting” content, but the goal usually isn’t healthy discussion. It’s clicks, shares and comments driven by negative emotion.

You’ll likely have seen the following crop up on your feeds:

• Controversial brand takes designed to divide opinions
  
• Posts mocking a trend or community for shock value
  
• Ads that intentionally misrepresent an issue to trigger a reaction

On social media, outrage nearly always equals attention, and as we know, attention equals algorithmic reach. But with rage bait, it often stops there. A brief spike in attention doesn’t guarantee sales.

According to data via PR On The Go, whilst traffic briefly jumped for a brand that engaged in rage baiting, customer retention dropped by nearly 40% within three months because the tone eroded credibility.

“Any publicity is good publicity.” For us at KIJO, no it isn’t.

What Is Baiting in Marketing?

In marketing, “baiting” refers to any tactic that uses emotional or psychological triggers to grab attention. It doesn’t always have to be negative; think humour, surprise or nostalgia.

But rage baiting takes that concept and distorts it. Instead of inspiring engagement, it provokes conflict. Instead of connection, it creates division.

And in a world where brand values are part of consumer decision-making, that’s a risk few businesses can really afford.

What Is the Difference Between Rage Bait and Clickbait?

Ah, yes. Now these two are related, but they’re not quite the same thing…

Rage Bait	Clickbait
Designed to provoke outrage or anger	Designed to provoke curiosity or intrigue
Feeds emotional reaction loops	Feeds curiosity gaps
Often manipulative or divisive	Often exaggerated but not necessarily malicious
Focus: shares and comments	Focus: clicks and traffic

In short: clickbait might make someone roll their eyes, but rage bait makes them question a brand’s ethics.

How Does Ragebait Spread So Quickly?

Ragebait works because of how our brains and algorithms are wired.

• Neurologically, anger is one of the most contagious emotions. Studies show that people are more likely to share content that provokes outrage because it feels urgent and self-affirming (“I have to say something about this”). And platforms benefit from keeping users active, regardless of whether the interaction is positive or negative.
  
• Algorithmically, social platforms amplify high-engagement posts, and typically, outrage generates comments, replies and quote-shares faster than positive content.

The result? One polarising post can snowball into thousands of interactions quickly. But on the flip side, it can also cause a bit of a headache… 

Related Read: How to Create More Shareable Content

Are Clickbait Titles Worth It?

Clickbait, unlike rage bait, can still have its place, but only when it’s truthful and respectful. A well-written headline should make someone want to click, not regret clicking. If you can spark curiosity without misleading your reader, that’s super smart marketing.

So, when crafting your headlines or next campaign strap line, think:

Curiosity = good.
Controversy for controversy’s sake = short-term noise.

You want to look to create a hook, not a trap.

“But, Any Publicity is Good Publicity!” – Why Marketers Should Avoid Rage Baiting

Yes, rage bait can increase reach. It can inflate your engagement stats. It can even make your campaign go viral. But, here’s what it won’t do:

• Build trust
  
• Foster loyalty
  
• Strengthen your brand’s values
  
• Create lasting customer relationships

Consumers are savvier (and more values-driven) than ever. According to GWI data (commissioned by Givsly), 88% of consumers say they buy from brands whose values align with their own. 87% will pay more for products from trusted brands too (Capital One Shopping).

That means moral consistency should be a long-term marketing strategy, and a brand priority. If your content relies on provocation, you’re building a brand that’s reactionary, when the goal should be a brand that’s robust and reliable.

At KIJO, we encourage brands to chase connection, not controversy. Because when you’re clear on your purpose and your tone, you don’t need rage bait to stand out. Seriously, authenticity does the work for you.

Final Thoughts

Quick wins through rage bait may feel tempting, especially in an algorithm obsessed with shares; but as we’ve seen throughout 2025, trust is still the dominant engagement metric. And it’s absolutely here to stay.

Strong, value-led brands may grow a little slower, but they always grow stronger and manage to stick around, even through tricky economic times! So, if you’re tempted to go for that hot take or intentionally divisive post, pause.

Ask yourself: “Does this reflect our values, or are we just feeding the algorithm?”If you’re looking to build a brand that lasts, take our advice. Resist the rage.

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