Why ‘Rage Bait’ Is A Waste Of Time

I know we’re the architects of our own algorithms, but is it just me, or is ‘rage bait’ everyyyyyywhere at the moment?

In case you’re wondering what that is (Gen Z-er here, hello!) it’s where creators make content deliberately designed to provoke anger and outrage to increase engagement. Think: people who create WIEIAD (what I eat in a day) videos with profuse amounts of food, for example. Many stipulate these Instagram and TikTok users know their content will attract tonne of negative comments, but they do it anyway for the engagement.

Though rage bait yields short-term attention, it is fraught with significant risks and long-term repercussions. Speaking as someone who works with influencers on a daily basis, here’s why this isn’t a good idea when you’re trying to build an audience.

Why I Don’t Like Rage Bait

It gives you no credibility

Trust is the cornerstone of the influencer-follower relationship. I work with influencers on the basis that their audience has faith them and their recommendations.

Audiences value authenticity and reliability, but when influencers use rage bait, they risk being seen as manipulative and insincere. Rage bait often involves sensationalism, exaggeration, and controversy to elicit strong emotional reactions. Once followers catch on to these tactics, they are likely to feel betrayed and disillusioned.

This erosion of trust can have lasting effects. Influencers who prioritise shock value over genuine content may find their credibility severely damaged. Followers might unfollow, disengage, or even publicly criticise the influencer, leading to a decline in reputation and influence.

Not only this, but I’d never work with an influencer who isn’t credible and genuine. I’d rather work with someone with a few hundred followers, whose audience is thoroughly engaged, than someone who won their followers posting things only to attract negative attention.

You’re getting the wrong kind of attention

While rage bait might attract attention, it’s not going to be the kind that will convert into a genuine, engaged audience. It can also alienate a significant portion of your audience if they catch on to the kind of content being put out, just to cause a stir. Followers who disagree with the provocative stance or who dislike the negativity may choose to disengage, you end up building a network of disingenuous vanity followers.

It can be unethical

Influencers wield considerable power. With this power comes a responsibility to promote positive, constructive dialogue. Using rage bait to provoke anger and outrage is ethically questionable.

It can cause arguments and hostile comments, that not only are aimed towards you (someone who might have pre-empted and prepared for trolls), but other, genuine users on a social media platform.

Long-term impact

This is something that is more about the ramifications for the influencer themselves, but surely, subjecting yourself to hate for a sustained time, even if it is intentional, has to have some repercussions?

How To Build A Genuine Following

For influencers, the end goal more often than not is working with brands, right? Therefore, using rage bait is typically a short term solution that won’t lead to long term gains. Instead, there are plenty of other ways you can build a sincere, tuned in audience.

Though I have years of experience in influencer marketing, I definitely don’t know all the secrets. However, I’d recommend trying out some of the following.

1. Sharing informative and educational content that adds value to followers. This can include tutorials, insightful articles, or informative videos on relevant topics.
2. Humanising your brand by sharing personal stories, experiences, and journeys can really build followers. I have a girl on TikTok who just cleans her room and talks about her life, and I love her – as do thousands upon thousands of others! Authentic stories resonate deeply and foster a loyal community.
3. Engage with other creators, this not only will do you favours with the algorithm, but will also help you meet other people in the community and create connected audiences.
4. Find your niche and make it yours, you don’t have to rage bait people to get them to like your content – just create it around what you’re passionate about, then the creativity *should* ebb freely. The beauty of TikTok, and now Reels, is that you can find a ‘tok’ on just about everything. So whatever your passions, you’ll find a home for them somewhere.

While rage bait may offer a quick surge in engagement, it is a wasted path with significant drawbacks. Building a genuine, trustworthy, and positive presence is a far more sustainable and ethical approach. By focusing on content that educates, inspires, and connects, influencers can cultivate a loyal and supportive audience. Rage bait might generate clicks, but it is genuine, positive engagement that fosters lasting relationships and true influence.

Thank you as always for reading and for supporting me, and always happy to continue the conversation on my socials. Read my other blogs here whilst you wait for the next one.