**The Controversial Profitability of Rage-Baiting in the Digital Age**

A new wave of content creators is profiting from anger-driven engagement, raising questions about its impact on discourse and well-being.

In the world of social media, rage-baiting has emerged as a controversial yet lucrative strategy for content creators like Winta Zesu, who earned an impressive $150,000 (£117,000) last year by producing videos that evoke anger among viewers. At just 24 years old, Winta's approach diverges from that of traditional influencers, as she often finds her videos garnering millions of views largely due to the hostile comments they inspire.

Winta's TikTok page showcases her life as a model in New York City, where her exaggerated persona claims to be burdened by the challenge of being 'too pretty.' She acknowledges the backlash—comments questioning her beauty or imploring her to tone down her confidence—as a catalyst for engagement. “Every single video of mine that has gained millions of views is because of hate comments,” she remarks, underscoring the essence of rage-baiting as an art form designed to provoke strong responses.

As noted by marketing experts, rage baiting creates a different dynamic compared to typical clickbait techniques. Whereas clickbait seeks merely to entice with intriguing titles, rage-baiting intentionally manipulates emotions, compelling viewers to react with indignation. Dr. William Brady, a psychologist studying the neural responses to online content, explains that the human brain is wired to respond to negativity, which historically had crucial implications for survival. This inherent tendency has now been capitalized on by creators who seek to exploit audience engagement metrics for financial gain.

The emergence of creator incentives from social media platforms has further fueled the rise of rage-baiting. Platforms reward users for likes, shares, and intense engagement, often viewing negative or controversial content as yielding higher quality interactions. Marketing podcaster Andréa Jones highlights this, elaborating that creators can achieve significant visibility by inciting outrage, thus drawing in more views and, consequently, increasing their income.

Inevitably, rage-baiting has penetrated political arenas, particularly in an election year marked by a focus on outrage rather than policy discussions. Dr. Brady points to a notable rise in politically charged rage-baiting as political factions mobilize supporters through emotionally charged content, often overshadowing substantial debates. An investigation revealed some users on X were reimbursed handsomely for sharing incendiary content, raising alarms over the implications for responsible discourse.

Experts caution that constant exposure to negative content may dull public enthusiasm for news altogether. Ariel Hazel, communication professor at the University of Michigan, describes the emotional drain associated with perpetual outrage, which can cause disinterest in current events. Furthermore, social scientists suggest that algorithms may amplify hateful rhetoric, making extremist views seem more prevalent than they truly are, thereby distorting the public's perception of normalcy.

Amid this digital turmoil, social media platforms are beginning to acknowledge the rising trend of rage-baiting and its potential dangers. Meta's Adam Mosseri recently noted on Threads the need to address engagement-baiting, while X has modified its compensation model to prioritize engagement metrics. Meanwhile, TikTok and YouTube employ measures to curb misinformation and protect creators who maintain integrity.

As Winta Zesu reflects on her dual role as a provocateur and an entertainer, she expresses discomfort with the political exploitation of rage-baiting. While she supports using digital platforms to inform and educate, she firmly opposes utilizing them as vehicles for disinformation. As the landscape evolves, the long-term implications of this practices raise vital questions about the integrity of online interaction in a world increasingly dominated by emotional engagement.