The Perils of Rage-Baiting: Why Brands Must Avoid Hate-Driven Engagement Tactics

By Aveek Majumdar and Dr Srabani Basu- SRM University –AP

“In time, we hate that which we often fear.” – William Shakespeare.

The relentless pursuit of online attention has ushered in a digital age where social media algorithms are powerful arbiters of what captures our focus. This quote from Antony and Cleopatra underscores a timeless truth about the interplay between fear, anger, and human behaviour, a dynamic that is increasingly exploited in the digital realm. As brands and influencers compete for engagement, a troubling tactic has emerged: “rage-baiting”. By provoking anger and divisiveness, some seek to monetize attention through controversy. The experiences of TikToker Winta Zesu, as reported by a recent BBC article, illustrate how rage-baiting can be turned into a profitable business model. By intentionally sparking outrage, Zesu attracts high levels of engagement, thereby increasing visibility and monetizing attention. But while rage-baiting may provide short-term spikes in engagement, its long-term impact on brand trust, credibility, and loyalty is deeply corrosive. In this article, we explore the mechanics behind rage-baiting, reference Yuval Noah Harari’s warnings about AI-driven influence, and argue why ethical, trust-based engagement is a far more sustainable strategy for brands.

Understanding Rage-Baiting and the Algorithmic Trap

At its core, rage-baiting involves the deliberate use of inflammatory, divisive, or controversial content to provoke emotional responses. Social media algorithms, designed to maximize engagement, reward such content. Likes, comments, and shares are the currency of attention, and algorithms do not distinguish between positive or negative engagement. It only considers the volume of it.

Yuval Noah Harari’s recent book, Nexus: A Brief History of Information Networks from the Stone Age to AI, sheds light on how AI systems are designed to capture human attention. Harari warns that these algorithms do not “care” for the truth, justice, or well-being of users. They are engineered to maximize engagement, regardless of its emotional tonality. Rage-baiting, therefore, becomes an unintended byproduct of this system, with human attention being manipulated for profit. Harari’s cautionary insights are particularly relevant for brands, as they must decide whether to play into this system or seek more ethical alternatives.

Why Brands and Social Influencers Turn to Rage-Baiting

• Algorithmic Incentives: The social media landscape is brutally competitive, and everyone is vying for audience attention. When controversial content generates more clicks and comments than thoughtful, nuanced posts, brands may feel pressure to “play the game.”
• Short-Term Wins: Rage-baiting can deliver immediate gratification in the form of higher visibility, increased follower counts, and a perception of relevance. This short-term dopamine hit can be hard to resist.
• Ease of Execution: Controversy is easy to create. It’s far simpler to provoke anger than to inspire joy or admiration. A polarizing tweet or provocative headline requires little creative effort but can produce outsized impact in terms of attention.

While the allure of these benefits is strong, brands must recognize that they come at a cost.

The Long-Term Damages of Rage-Baiting

Psychological research reveals that while negative emotional triggers capture immediate attention, they also foster emotional fatigue and erode trust over time. Let’s explore some long-term damages that can impact a brand:

• Erosion of Trust and Credibility: Trust is the key outcome of brand loyalty. When brands are seen as manipulators of emotion, especially negative emotion, they risk alienating their audience. Unlike short-term spikes in engagement, trust takes years to build but can be shattered in an instant. As consumers grow more discerning, they’re quicker to “scroll past” brands they perceive as disingenuous.
• Negative Brand Associations: Brands are more than logos and slogans. They’re emotional experiences. Rage-baiting associates a brand with negative emotions like anger, frustration, or divisiveness. These associations linger, affecting customer sentiment. When users see the brand’s logo again, the emotional residue of rage may resurface.
• Customer Fatigue and Disengagement: While rage-baiting initially captures attention, it’s unsustainable in the long run. The “novelty” of outrage wears off, and customers become desensitized. Over time, they recognize the manipulative tactics and start to disengage. The algorithm’s short-term rewards turn into long-term punishment as users “mute,” “block,” or “unfollow” the brand.
• Reputation Damage: Social media memory is long, digital footprints can’t be erased easily. One misstep can resurface months or years later, particularly if a brand’s controversial post is screenshotted or archived. Viral backlash can result in public boycotts, loss of sponsorships, and costly PR campaigns to repair the damage.

Building Ethical, Trust-Based Engagement is a Better Approach

If rage-baiting is a trap, then what’s the alternative? Brands must take a longer-term view, prioritizing trust, authenticity, and shared values. Here’s how brands can engage audiences ethically:

• Create Value-Driven Content: Rather than provoke, seek to provide value. Educational, inspiring, or entertaining content fosters positive emotional engagement. People share posts that make them feel good, informed, or empowered.
• Focus on Empathy, Not Outrage: Empathy-based storytelling connects with audiences on a human level. When brands highlight shared challenges or celebrate human triumphs, they create emotional bonds that last far longer than outrage-fueled engagement.
• Be Transparent and Honest: When mistakes happen — and they will — transparency is critical. Apologizing sincerely and addressing the root cause of an issue builds trust. Brands that own their mistakes often emerge stronger.
• Amplify Community Voices: Social proof is one of the most effective tools for building engagement. Brands can uplift authentic voices from their community — loyal customers, advocates, and employees — to tell relatable, human stories.

Lessons from Leaders: Brands That Use Ethical and Trust-Based Engagement

Some of the most beloved Indian brands have taken a stand against outrage-driven tactics, opting instead for thoughtful storytelling, empathy, and purpose-driven marketing. For instance:

• Amul is known for its lovable and quirky “Amul Girl” ads that take a positive spin on current events and trending news. The humour and wit used in these campaigns keep audiences engaged without resorting to outrage or negativity.
• Titan promotes responsible and ethical advertisements that emphasize shared human values and life’s precious moments. By appealing to universal emotions like love, care, and togetherness, Titan builds a deep emotional connection with its audience.
• Mondelez (Cadbury) is renowned for its empathetic online campaigns that center on themes of kindness, generosity, and community. From heartwarming festival ads to feel-good storytelling, Mondelez fosters a sense of goodwill and nostalgia that resonates with audiences.

These brands prove that it’s possible to drive engagement without resorting to outrage. They’ve earned trust, increased brand loyalty, and created highly engaging content based on positive, relatable emotions.

Choosing Long-Term Trust Over Short-Term Attention

The social media landscape offers brands and influencers a choice: chase momentary spikes in attention through rage-baiting or cultivate long-term loyalty through trust, empathy, and authenticity. While algorithms may reward outrage today, they won’t save a brand’s reputation tomorrow. As Yuval Noah Harari warns, AI-driven algorithms are not built to prioritize human well-being, and rage-baiting plays directly into this trap.

The path forward is clear. Brands must resist the temptation of rage-baiting and instead seek sustainable, trust-based engagement. Audiences are growing more discerning, and brands that take the high road will find themselves with more loyal, engaged, and emotionally connected customers. Rage-baiting may win the battle for attention, but Trust wins the war for loyalty. As Nelson Mandela famously said, ‘No one is born hating another person. People must learn to hate, and if they can learn to hate, they can be taught to love, for love comes more naturally to the human heart than its opposite.’ Love will always triumph over hate.