Let’s face it: the internet is becoming a giant boxing ring, and brands throw the first punch. Rage bait marketing is having its moment – and not in a good way. Instead of spreading joy, sparking curiosity, or even making us chuckle, brands are out here playing on our outrage like it’s the latest viral trend.

What is rage baiting?
Picture this: you’re doom-scrolling through your feed when you see a campaign so absurd it makes you angry. You click, you comment, you share – and BOOM, the brand wins. That, my friend, is rage-baiting. It’s when brands purposely stir the pot to make you react. Because guess what? Anger = engagement.

It’s a calculated strategy to provoke anger, frustration, or controversy just to get eyeballs and engagement. And it’s working, thanks to social platforms like X that reward such drama with viral traction and, in some cases, revenue shares.

Rage-baiting Hall of Fame 2024

Yes Madam’s “Fire the stressed” campaign
A “leaked” HR email claimed that employees identified as stressed were being fired. Outrage exploded online, only for the brand to later claim it was a campaign highlighting their “stress-free workplace” initiatives. Really? That’s your spin?

Deepinder Goyal’s “pay me to work” stunt
Zomato’s CEO dropped a job listing that required candidates to pay ₹20 lakh for the privilege of working as his Chief of Staff. Cue mass confusion, anger, and debates across LinkedIn. Goyal eventually clarified it was a “filter” to find ambitious candidates, but the damage – or perhaps the PR – was already done.

Poonam Pandey’s “Death”
In a stunt no one asked for, the actress announced her death due to cervical cancer on Instagram, causing a massive uproar. Turns out, it was a campaign. Uh?

Bombae’s Razor ad targeting a 10th-grade topper
This one crossed all lines. Bombae, a women’s grooming brand, released an ad targeting a 10th-grade topper who had already faced online bullying. The ad ended with, “We hope you never get bullied into using our razor,” which left people enraged. Instead of empowerment, the campaign came off as tone-deaf and exploitative.

Cars24’s dowry “Offer” campaign
The online car marketplace launched a campaign allowing grooms and their families to choose a car as dowry. Clicking the link revealed an anti-dowry message, but by then, most people were already shaking their heads at the poor execution.

How does rage baiting work?
There’s a method to this madness; and honestly, it is not that complex. It looks a little like this:

1. Drop something outrageous – a shocking video, a fake email, or a provocative post.
2. Nudge influencers to pick it up. (Optional, but it works wonders.)
3. Let the internet explode with outrage.
4. Backtrack with a half-hearted apology when things get messy.
5. Issue an “explainer” and try to play it cool.

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Why do brands love this chaos?

• Drama feeds algorithms. Social media thrives on reactions, and nothing gets people talking like a good ol’ controversy.
• Who needs a marketing budget when you’ve got angry mobs doing your work for you?
• Virality = Dopamine. It’s addictive to see your campaign blow up – even if it’s for all the wrong reasons.

Sure, rage-baiting gets you noticed, but at what cost?

• Your loyal fans might ghost you if they feel tricked.
• Managing a PR crisis is no walk in the park.
• People are catching on, and nobody likes feeling manipulated.

How not to fall for the rage bait trap
Let’s flip the script, shall we? Instead of feeding the outrage machine, we can unplug it. Here’s how:

• Spot the red flags. Ask yourself, “Is this post meant to inform me or make me mad?”
• Before typing that angry comment, take a deep breath and scroll on.
• Platforms profit from your outrage. Don’t let them win.

A little self-check

• Did you resist sharing that rage-inducing post?
• Did you think twice before diving into an online debate?
• Did you roll your eyes at a rage-bait campaign and just keep scrolling?

If you said yes, pat yourself on the back! You’re officially contributing to a saner internet.
Rage baiting might be the talk of the marketing town, but it doesn’t have to be the future. The best brands don’t just trend; they inspire, connect, and leave a mark worth remembering.