‘Rage’ marketing and why it WILL hurt YOUR brand.

When you hear the term ‘rage bait,’ what comes to mind?

A clickbait title?

A controversial opinion?

Or maybe a viral video that everyone seems to be talking about—

But is it for the wrong reasons?

Before diving into rage bait, it’s important to understand the role of a hook in social media. A social media hook is the first moment of a post—whether it’s a sharp line of text, a dramatic pause, or a striking visual. On platforms like TikTok or Instagram Reels, where you only have seconds to grab attention, a strong hook isn’t optional—it’s essential, thus require strategy.

Looking into this same vein, Rage bait, also known as ‘rage farming,’ is designed to provoke anger from its users. As most algorithms don’t care HOW people are engaged only that they do. While controversy has always been a tool in media and even shown to be effective in some areas of the media world, the rise of short-form content from, Instagram Reels and YouTube Shorts has made it even more effective (but also more dangerous) marketing strategy.

At its core, rage bait follows the built-in psychology of engagement-driven algorithms—it fundamentally encourages people to comment, and share (even if its negative), so the content spreads. It’s a form of clickbait where the "hook"—is not curiosity or excitement, but anger and frustration.

However, Not All Rage Bait Is Obvious

Rage bait can range within its usage, not all of it is harmful. Some short form content can have in the background that glares in contrast to what the main story is. An example of which is; in cleaning Tiktok there can be a rubber rat that is pulled across the floor but not acknowledged by anyone in the video but it’s bold enough for the audience to notice. Or in others, a video of someone dancing in public and someone in the background stares with an amusing expression.

Both don’t distract heavily but they indirectly encourage users to comment. These techniques don’t derail the content, but they invite viewers to comment, share, and speculate—fuelling engagement without being overtly offensive.

But the real issue arises when rage bait becomes manipulative, misleading, or potentially legally questionable.

Why Some Influencers Use Rage Bait (And Why Brands Should Be Careful)

While sourcing out influencers can be amazing for your brand and help get you and your brand out there, it’s important to double check WHO will represent your brand. Though some of them might drive views and engagement in the short term, it’s not a sustainable strategy—especially for brands looking to collaborate or adding that new hot influencer to PR lists.

Some influencers have built their entire platforms around rage bait. They stir controversy, fuel debate, and keep their names trending. While this may spike views, it’s not a sustainable strategy—especially for brands considering partnerships. One common rage bait tactic that will DIRECTLY affect your brand? Contradictory product claims.

One common rage bait technique used by influencers is making overly dramatic, contradictory product claims—statements like “This completely changed my skin,” posted one day, only to repeat the exact sentiment for a different product the next. these mixed messages suggest unreliable reviews, lack of transparency, and potentially undisclosed advertising.

It stirs the algorithm—but it erodes trust.

A closer look- A Case Study: When Rage-Baiting Influencers Launch Brands

Many rage-bait influencers eventually try to monetise their following through product launches. While launch numbers may look strong, actual sales and sentiment often don’t reflect that hype.

In one recent case, a beauty influencer known for polarising content launched their own line—only for reviews to be mixed and loyalty to falter. Why? Because rage builds visibility, not community. And it’s community that drives sustained success. This inconsistency signals to audiences that their reviews may not be genuine or transparent, particularly when disclosures are unclear or missing altogether. This has since negatively affected them when it came time to launch their own brand. Though their fanbase is happy, the wider community and potential customers view the products as un truth worth and have already dismissed the products. This kind of content stirs scepticism and backlash—driving engagement through controversy, but at the cost of long-term trust. So why use this rage bait technique?

Here’s why:

• Short-Term Virality, Long-Term Damage

- Rage bait creates conversation, but not always the kind that builds trust with an audience. Brands that associate with controversial figures may find themselves caught in a PR crisis rather than a successful campaign.

• Negative Sentiment Transfers to Your Brand

- Even if your brand isn’t directly involved in the controversy, audiences often associate negative emotions with everyone involved—including advertisers and sponsors. This can lead to decreased brand credibility and customer distrust.

• The ‘Authenticity Trap’

- Consumers today crave authenticity in brand storytelling. Rage bait often comes off as inauthentic and performative, making it difficult for brands to form genuine connections with their target audience.

• Trends Need More Than Just Views

- A campaign that racks up millions of views but fails to convert into trust, loyalty, or sales is not a successful marketing strategy. Brands that invest in influencers who prioritize shock value over substance may see high engagement rates but low long-term customer retention.

What Should YOU and YOUR Brand Do Instead?

So if rage bait influencers pose such a risk, how can brands and YOUR brand ensure they partner with the right content creators?

• Focus on Long-Term Brand Alignment

Don’t chase numbers—chase values. Vet influencers carefully. Make sure their content reflects your brand’s tone, ethics, and community. A viral moment isn’t worth a brand misalignment.

• Prioritise Trust Over Trends

Choose creators with engaged, trusting audiences. And always ensure your influencer partners are following ASA/FDC guidelines around paid promotions.

• Engage with Meaningful Content

Look for creators who educate, entertain, or inspire—not those who thrive on stirring drama. Your brand deserves to be known for depth, not damage control.

The unfortunate reality of the world at the moment is that Brands and their marketing are being held more and more accountable for the influencers they work with even if the influencer has done so without the control of the brand.

The Future of Influencer Marketing

The industry is shifting—and fast. As digital marketing evolves, brands that prioritize authenticity over controversy will be the ones that stand the test of time. Short-term engagement spikes may look impressive on paper, but true brand success is built on trust, loyalty, and positive consumer relationships. Brands are being held more accountable than ever for the influencers they align with, even when the content isn’t under their direct control.

At GKE MEDIA, we help brands navigate the complex world of influencer partnerships, digital strategy, and long-term brand growth. Want to work with creators who truly align with your brand values? Let’s chat.

GKE MEDIA — For brands that want to build legacy, not just likes.