Online content left you hopping with anger? You’re not alone. Engulfed with mounting frustration and irritation when scrolling through social media feeds? We know that feeling… In fact, becoming furious due to manipulative content on the internet is now so commonplace publishers of the Oxford English Dictionary have named “rage bait” its phrase of the year.
Described as: “Online content deliberately designed to elicit anger or outrange by being frustratingly provocative, or offensive, typically posted in order to increase traffic to or engagement with a particular web page or social media content.” rage bait is a popular way for digital outlets to get their numbers up.
As digital algorithms increasingly reward provocative content, producers seek to manipulate our reactions. Creators often employ deliberate misinformation to drive engagement via anger. This practice is not just confined to the less scrupulous corners of the internet. It is now so ubiquitous that usage of the term “rage bait” has tripled over the past 12 months.
Rage bait content is detrimental to advertisers
“Trust” has been a hot topic in media recently. The fact the term “rage bait” even exists serves as a reminder to advertisers that they must think carefully about the environments in which they advertise.
When brands advertise on trusted media sources, positive sentiments are naturally transferred by association. Advertising on media platforms that are distrusted and negative will certainly have a detrimental affect on advertising ROI. Brand messaging is damaged and responses are lower, regardless of how many people you reach.
We always preach quality over quantity. The rising prevalence of digital publishers pursuing clicks at any cost, favouring sensational, low quality content over valued and genuinely engaging articles illustrates why it’s important to be selective.
AT AJ, we know how to build reach AND get your ads in media that reinforces your brand, not works against it. Get in touch, to find out more about how we specialise in reaching the right people, in the right way.