‘Rage bait’ is the word of the year. My fellow rage-baiters: This is a bad sign.
In a world increasingly defined by online interactions, the term “rage bait” has surged into the spotlight, earning the title of Oxford University Press’ Word of the Year for 2025. This term describes the tactic of deliberately posting inflammatory or outrageous content to provoke strong emotional reactions, often for the sake of garnering attention or engagement. The rise of rage baiting reflects a broader trend in social media where sensationalism often trumps sincerity. It narrowly outpaced other contenders like “aura farming” and “biohack,” highlighting a cultural moment where outrage is commodified, and engagement metrics reign supreme. Last year’s winner, “brain rot,” underscores a growing concern about the mental effects of consuming such content, suggesting that the digital landscape is becoming increasingly toxic.
The article’s author, who has navigated the world of rage baiting firsthand, recounts their experiences on platforms like Threads and TikTok, where provocative statements can lead to viral engagement. For instance, a post suggesting that teachers should buy their own school supplies ignited a wave of outrage, demonstrating how easily users can tap into collective indignation. Similarly, the monetization strategies on platforms like X have incentivized users to create hyperpartisan content, sometimes even from abroad, capitalizing on the outrage of American audiences. However, the author posits that the effectiveness of rage baiting may be waning. As the concept becomes mainstream, users may grow weary of predictable provocations, leading to a potential decline in their impact.
In light of this, the author advocates for a shift towards “earnest posting,” which emphasizes sincerity and positivity over sensationalism. This approach encourages thoughtful interactions, such as compliments and expressions of gratitude, as a counterbalance to the negativity that rage baiting fosters. The call to action is clear: as the rage-bait bubble appears to be bursting, it may be time to embrace a more genuine form of online engagement. The author’s reflections serve as a timely reminder that while outrage can drive engagement, fostering a more supportive and sincere online community may ultimately yield richer, more meaningful connections in the long run.
https://www.youtube.com/watch?v=l-RvD0W8rXA
“Rage bait” is the Oxford Word of the Year.
Dilara Irem Sancar/Anadolu via Getty Images
“Rage bait” is the Oxford University Press’ Word of the Year.
I worry: Will overexposure to the
concept of rage baiting
kill it off?
I say SELL on rage bait and BUY on
earnest posting
for 2026.
I have bad news for my fellow rage baiters: We may be seeing the peak of the rage-bait bubble. I’m advising you to exit your rage-bait positions and go long on
earnest posting
through at least 2027.
My recommendation comes as “rage bait” has been named the
Oxford Word of the Year
for 2025, narrowly edging out runners-up “aura farming” and “biohack.” Last year’s word was “brain rot.” (Oxford is insisting the phrases “rage bait” and “brain rot” are two separate words, which, in my opinion, is its own form of rage bait!)
Rage bait
, of course, is the tactic of purposely posting rage-inducing things just to garner attention or engagement, for fun and/or profit (Rage bait is an online-only term; saying unnecessarily provocative things in real life is just being an a-hole.) Ideally, a rage bait post is something you don’t even really believe — you’re just posting it to stir the pot and elicit a response.
I know something about rage bait. I was all in on
rage baiting in the fall of 2024
on Threads. I had discovered that the algorithm of the nascent platform tended to favor content that got a lot of replies, and the easiest way to get a ton of replies was to say something so objectionably stupid and awful that strangers couldn’t help but yell at me in the replies. (A particularly successful post in this vein was saying that teachers should be responsible for buying school supplies for kids. People
hated
that!)
Not long before that, I interviewed a
couple whose rage-bait TikTok videos
I initially fell for (game recognize game). They’d post videos about gifting thousands of dollars worth of toys and an iPhone to their toddler, or going barefoot on the streets of Cleveland to experience the wellness trend of “grounding.” Getting lots of views by rage baiting turned out to be lucrative for them — and others — who found rage bait to be a smart way to garner a following on TikTok.
Meanwhile, on X, a longtime bastion of rage, the newish monetization element added by Elon Musk put a spotlight on what had been a whole new incentive structure for rage bait. It’s such a successful strategy that when X recently added a new transparency measure that
shows you what country an account is based in
, people noticed that some accounts that tweeted hyperpartisan things about US politics were apparently based in other countries. Baiting Americans was easy money!
Post by @katienotopoulos
View on Threads
But here’s the problem. Rage bait only fully works when it catches the element of surprise. If you know someone is rage-baiting, you know to ignore them.
And if now “rage baiting” is the word of the year, well, can a rage baiter still bait?
That’s why I’m calling it! It’s the peak of the rage-bait market; it’s time to pull out and move on. The rage fields have been salted; it’s time to let them lie fallow.
Instead, I am going long on
earnest posting
. Posting nice and thoughtful things, perhaps politely complimenting someone, or expressing gratitude. Eh, who am I kidding?
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Business Insider
Eric
Eric is a seasoned journalist covering Business news.
