In brief
Content creator Winta Zesu exemplifies rage-baiting, making significant income through videos that spark hatred and controversy. This manipulative content strategy thrives in the current social media landscape, where algorithms reward negative engagement, raising concerns about its impact on users and societal trust.
Winta Zesu has turned rage-baiting into a lucrative career. Last year, the 24-year-old influencer racked up a staggering $150,000 (£117,000) through her social media posts, which often attract a tidal wave of angry comments. “Every single video of mine that has gained millions of views is because of hate comments,” she reveals from her New York apartment.Winta crafts content as a NYC model, relaying tales of her "biggest problem" — being too pretty. However, she admits, “I’m playing a character.” Posts designed to elicit outrage earn her plenty of views, while the internet's tendency to engage with controversial content boosts her follower count and revenue. Marketing expert Andrea Jones notes that unlike true clickbait, which seeks to attract interest through enticing headlines, rage-baiting is deliberately manipulative. It plays on our primal instincts, as Dr. William Brady explains: “In our past, this was the content we needed to pay attention to.” The rise of rage-baiting can be attributed to social media platforms rewarding creators for likes and comments, especially when they're negative. “People may scroll past a cute cat picture but will engage with something outrageous,” Jones explains, pointing to algorithms favoring emotionally charged responses. Unfortunately, this trend can lead to weariness in audiences, prompting them to disengage entirely from news and media.Rage-baiting isn't restricted to mundane topics; it's infiltrating political discourse, especially ahead of elections. Misleading posts push emotional buttons, mobilizing followers into action. “The build-up to elections has seen a rise in outrage-focused content,” says Dr. Brady, who highlights how political narratives have become more about incendiary statements rather than constructive discussions.As platforms grapple with the impacts of rage-baiting, Winta critiques its use in political contexts, stating, “If it’s to spread misinformation, I totally do not agree with that. It’s not a joke anymore.” This sentiment reflects a growing concern over the normalization of anger and the erosion of trust in the digital landscape.
