Social media rage-baiting explained: Why Gen Z keeps engaging with content that annoys them

“Neurologically, outrage activates the brain’s reward circuitry, releasing dopamine. This creates a feedback loop — the more we engage, the more rewarded our brain feels. Algorithms then amplify emotionally charged content to maximise clicks,” explained Dr Rimpa Sarkar, clinical psychologist. Psychologically, outrage is also tied to identity and moral signaling, and people engage because it validates their sense of belonging or righteousness.

Why does Gen Z love getting riled up?

Shambhavi Singh Tomar believes the appeal lies in its predictability. “You know you’re not going to hear anything new, so it might feel validating. It confirms that conformity is still strong and multiplies every time anyone sees it. It’s a very efficient self-fulfilling snowball of belief systems,” she said.

She added it also acts as an outlet: “We’re experiencing unprecedented levels of stress and need a scapegoat that doesn’t overwhelm us. So we latch onto the familiar — like gender norms — instead of facing deeper systemic issues causing stress.”

For some, rage-bait even doubles as a form of self-diagnosis. “I’ve seen such people in real life and sometimes diagnose myself if they show traits like a ‘pick-me’ or ‘red flag’,” said Sunfiya Mol, a student. Tomar noted that many even send rage-bait reels to others in a passive-aggressive way to justify how they feel.

Himanshu Singla, founder and CEO of Idiotic Media, argued that the format works because it preys on anger, one of the strongest emotions. “Social platforms reward reactions, and anger usually sparks the quickest and loudest response. When someone feels provoked, they’re more likely to comment, share, or debate, which makes the post spread faster,” he explained.

Gen Z’s identity politics also come into play. “They see digital spaces as an extension of identity. Rage-bait challenges their values, so they feel compelled to respond. Outrage also builds communities — people come together around a shared reaction, and that collective voice amplifies reach,” Singla said.

Algorithms then ensure the cycle continues, as platforms push content that drives engagement — and nothing works faster than anger. “While it’s not always the healthiest trend, rage-bait thrives because it taps into emotions, aligns with platform mechanics, and ensures visibility. For Gen-Z, who are constantly seeking relevance and conversation online, this mix makes rage-bait almost unavoidable,” he added.

Decoding the long term impact

Dr Sarkar cautioned that constant exposure to rage-bait heightens stress, anxiety, and mood swings. “Watching such content before sleep can disturb rest, and consuming it first thing in the morning can cloud one’s mood for the entire day. Over time, this emotional overload can lead to desensitisation — where people stop feeling deeply about real issues — or to burnout, where constant anger and negativity exhaust the emotional system,” she said.

Why do people still keep coming back? Sarkar explained that anger spreads more quickly than joy. “Our brain is wired to react more strongly to threats than to neutral or positive stimuli, so outrage feels urgent. The dopamine hit, combined with validation (‘others agree with me’ or ‘I can prove them wrong’), keeps people locked in this cycle.”

While engaging with rage-bait can be entertaining occasionally, overconsumption can be harmful. Sarkar suggested curating feeds, muting or unfollowing rage-driven accounts, and setting boundaries with friends who share such content. “Choosing intentional, balanced media consumption helps build resilience and emotional regulation. Even small shifts, like replacing morning doom scrolling with reading or consciously filtering triggering posts, can reduce stress and create healthier online habits,” she said.

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