The term ragebait refers to content that intentionally enrages or offends the viewer in order to get them to interact with the content. These kinds of videos or posts are meant to evoke a strong negative reaction from the viewer, which makes them more likely to comment or share the content. Content creators who make ragebait thrive off of the engagement from hate comments, which boost their platform.
The tactic has grown so widespread that ragebait won the official word of the Year for 2025. This shows how it has moved from internet slang to mainstream vocabulary.
The origin of ragebait itself is up for debate. Many people claim that different people started it, with sophomore Jonah Gilbert saying he thinks “the trend of ragebait was started by Kai Cenat.”
No matter who started the trend, content creators have amassed substantial followings and engagement using this tactic. For example, one content creator known for using ragebait is Winta Zesu. Her content is designed to spark debate and backlash, staging confrontations she claims are all satire in order to boost her popularity.
It’s not only content creators, but brands have also increasingly adopted ragebait strategies in their advertising. By intentionally provoking viewers, companies can generate digital attention, even if much of the engagement is negative. This risky strategy means outrage can backfire and make viewers angry, but marketers keep returning to it because of the visible payoff.
Although ragebait is technically a harmless engagement tactic, there may be evidence that it is not such a good thing. Ragebait can produce toxicity, and it also reinforces stereotypes like the “pick me” by villainizing certain characteristics in their content. In addition, this content is negative because it evokes emotions such as anger and offense, and negative content has a strong grip on people, with sophomore Ayan Aghaei calling it one of the “top five worst trends of all time.”
Many people have a different opinion, such as sophomore Luka Ibanez who says, “it can be funny at times but also really annoying.”
Despite it all, ragebait has shifted social media from humor to anger. Earlier eras of social media were driven by humor, relatability, or aspiration. But in recent times, content creators are increasingly rewarded using anger over entertainment.
Negative emotions generate longer watch times, more heated comments, and faster virality. This shift has changed the culture and tone of online interactions, where once creators chased laughs, many now chase outrage. However, no matter what, odds are high that this is just a trend, and will leave little impact on the broader internet landscape.