Social media influencer Winta Zesu reveals that engaging in rage-baiting has lucrative potential, stating, ‘Every single video of mine that has gained, like, millions and millions of views is because of hate comments.’ In the past year alone, she estimates earning $150,000 by provoking outrage online, demonstrating how virality and profit can be leveraged from enraging content. She candidly shares that negative engagement is a viable strategy, saying, ‘Literally, just if people get mad, the video is gonna go viral.’
Marketing strategist Andréa Jones emphasizes the impact of algorithms on content visibility, explaining, ‘The more content they create, the more engagement they get, the more that they get paid.’ This elucidates that content inciting negative reactions can yield greater visibility and, consequently, financial gain, regardless of the nature of the engagement. She further notes the stark contrast in user reactions, likening profiles of outrage to those of innocuous content, stating, ‘If we see a cat, we’re like, 'Oh, that’s cute.' We scroll on, but if we see someone doing something obscene, we may type in the comments, ‘This is terrible.’’
Ariel Hasell warns about the detrimental effects of such content, saying, ‘One of the things that we see happen is that people are sort of overwhelmed by negativity in these environments.’ She expresses concern for the long-term implications of perpetuating rage-based engagement, suggesting that it could potential hinder constructive communication and attention spans, asserting that users may become desensitized or apathetic to meaningful interactions.
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