Consumer Psychology: "Rage bait" - Oxford World of the Year

Oxford has officially named "Rage Bait" as the word of the year for 2025.

It is neither AI nor the Metaverse, nor any flashy technology term. The keyword defining 2025 is a term that describes the dark side of behavioral psychology on social media.

As marketers and brand builders, how should we view this event? Is it an "opportunity" to hack engagement, or a warning about the decline of user experience?

1. "Rage Bait" - When Negativity is Favored by the Algorithm

Simply put, "rage bait" is content delicately engineered to provoke you. It doesn't seek empathy; it seeks opposition. Why? Because in the eyes of the current social media algorithms: An "Angry" icon or a hostile comment holds equal (or even higher) value than a compliment.

Anger stimulates reaction faster than joy. People stop to argue more readily than they do to contemplate. Thus, "rage bait" becomes the shortcut to achieving KPIs in reach and engagement.

2. The Sweet Trap of Vanity Metrics

From the perspective of an agency or a brand manager, the pressure for numbers is real. However, using "rage bait" is akin to drinking seawater to quench your thirst.

Let's make a small comparison to clearly see the difference between sustainable marketing and marketing via "rage bait":

Comparison Criteria	Sustainable Marketing (Brand love)	"Rage Bait" Marketing (Brand hate)
Target Emotion	Empathy, Admiration, Trust	Anger, Annoyance, Conflict
Type of Interaction	Value sharing, constructive discussion	Criticism, argument, division
Longevity	Long-term (loyalty)	Short-term (fleeting virality)
Brand Image	Credible, professional	Unserious, manipulative
Crisis Risk	Low	Extremely high (high risk of widespread boycott)

3. Professional Ethics and the Boundaries of Creativity

Oxford's choice of "rage bait" as the word of the year not only reflects social reality but also highlights community fatigue towards toxic content. Users are becoming increasingly adept at filtering information. When a brand or content creator intentionally provokes conflict to gain fame, they may win in terms of impressions, but they will fail to earn trust.

In this context, the professional mindset needs to be reshaped. Customer emotions should be viewed as invaluable assets that must be nurtured, rather than manipulative tools used to achieve vanity metrics.

In 2025 and beyond, the real marketing trend will shift towards deep connection and digital detox. The winning brands will be those that provide practical solutions or healthy enjoyment, rather than causing stress whenever customers encounter their content.

"Rage bait" may be the keyword of the year, reflecting a prominent phenomenon. However, it should not be the strategic direction for brands aiming for sustainable growth. Creativity must be guided by decency and understanding, rather than manipulative stunts.

Because ultimately, marketing exists to serve and elevate human lives, not to provoke them.