WEBVTT 1 00:00:00.799 --> 00:00:04.160 Rage baiting. This is one of the most viral and 2 00:00:04.160 --> 00:00:07.839 toxic tactics happening right now on the internet. 3 00:00:07.839 --> 00:00:11.679 And I want to talk about and explore why people 4 00:00:11.679 --> 00:00:15.525 use this tactic, how it's deployed, and why you should 5 00:00:15.525 --> 00:00:19.205 avoid it by all means necessary. I will also be talking 6 00:00:19.205 --> 00:00:22.744 about other viral tactics like satire, click baiting, 7 00:00:22.805 --> 00:00:25.384 shit posting, and more in the 320 8 00:00:26.325 --> 00:00:29.789 second episode of the Mindful Marketing podcast. But 9 00:00:29.789 --> 00:00:33.629 first, a word from our sponsor. I've recorded over 10 00:00:33.629 --> 00:00:37.070 300 podcast episodes. Yeah. It's a lot of podcast 11 00:00:37.070 --> 00:00:40.690 episodes and I've tried a lot of different virtual recording studios, 12 00:00:40.910 --> 00:00:44.745 but my favorite has been Riverside. Riverside 13 00:00:44.885 --> 00:00:48.325 makes their virtual recording studio look so profesh. My 14 00:00:48.325 --> 00:00:51.845 guests love it. Plus, I also low key love 15 00:00:51.845 --> 00:00:55.205 recording YouTube videos in here as well because it's so easy to 16 00:00:55.205 --> 00:00:58.989 use. My team also loves Riverside because it spits out separate 17 00:00:58.989 --> 00:01:02.590 audio video tracks, making editing easy breezy, lemon 18 00:01:02.590 --> 00:01:06.110 squeezy. And if you want a little magic, they've got this tool 19 00:01:06.110 --> 00:01:09.775 called MagicClips, which uses AI to 20 00:01:09.775 --> 00:01:13.615 take your video and turn it into perfect social media sized videos. I'm 21 00:01:13.615 --> 00:01:17.055 talking vertical videos for TikTok and Instagram, Facebook Reels, all the 22 00:01:17.055 --> 00:01:20.655 places you can post these videos with the captions included, and you 23 00:01:20.655 --> 00:01:24.390 don't have to hunt and search for that perfect clip. So if you 24 00:01:24.390 --> 00:01:28.070 wanna try this out for yourself, click the link that 25 00:01:28.070 --> 00:01:31.590 goes with this video. Or if you're listening to the audio on the podcast, it's 26 00:01:31.590 --> 00:01:35.430 in the show notes. Okay? Click that link. Use the 15% off 27 00:01:35.430 --> 00:01:39.075 coupon code. It's Drea, d r e a, and try 28 00:01:39.075 --> 00:01:41.735 Riverside for yourself. Thank you, Riverside. 29 00:01:43.634 --> 00:01:47.415 This is my 3rd time recording this episode. 30 00:01:47.475 --> 00:01:51.314 I'm just having a moment y'all. But I wanted to thank you for all 31 00:01:51.314 --> 00:01:54.710 of the support from last week's podcast episode where 32 00:01:55.090 --> 00:01:58.850 I announced that I retired my services, and I'm a full time 33 00:01:58.850 --> 00:02:02.690 content creator now. It's hairy scary, but I'm here, and I'm happy, and I'm 34 00:02:02.690 --> 00:02:06.450 loving it. And then, of course, I sit down to do this episode, and I 35 00:02:06.450 --> 00:02:09.785 recorded it not once, not twice, but 36 00:02:09.845 --> 00:02:12.905 thrice. Thrice I've recorded this episode. 37 00:02:14.165 --> 00:02:17.365 Yeah. I don't know why I'm sharing that other than, you know, I think it's 38 00:02:17.365 --> 00:02:20.840 the realness of what we do. Sometimes 39 00:02:20.980 --> 00:02:24.820 this stuff looks easy, and it's not. It's hard. And, a lot of 40 00:02:24.820 --> 00:02:28.660 the reasons why I had to record this are, first, I had 41 00:02:28.660 --> 00:02:32.420 some incorrect information, then I sat down to record 42 00:02:32.420 --> 00:02:36.165 it and just halfway through, my brain stuttered, and I couldn't think of anything 43 00:02:36.165 --> 00:02:39.925 else. So I've got an outline that I'm following for this episode. 44 00:02:39.925 --> 00:02:43.765 If you're watching the video, you'll see me looking at my notes. That's why, to 45 00:02:43.765 --> 00:02:47.444 help me stay on track. Also wanted to share the realness of it all because 46 00:02:47.444 --> 00:02:51.140 that's that's what's behind mindful marketing. It's not showing up perfectly, 47 00:02:51.140 --> 00:02:54.680 but just showing up. Alright. So rage baiting. 48 00:02:55.060 --> 00:02:58.819 This question came in from threads. I've been having a lot of 49 00:02:58.819 --> 00:03:02.575 fun on threads right now. And, someone asked me about rage 50 00:03:02.575 --> 00:03:06.334 baiting, like how it works and why it works 51 00:03:06.334 --> 00:03:10.015 so well. And I was like, oh, this is a podcast episode. So here we 52 00:03:10.015 --> 00:03:13.474 are. Rage baiting is content that's specifically 53 00:03:13.855 --> 00:03:17.510 designed to make you angry or frustrated in order 54 00:03:17.510 --> 00:03:21.290 to drive engagement. Comments, likes, shares, 55 00:03:21.350 --> 00:03:25.110 all of it. It's a deliberate manipulation of 56 00:03:25.110 --> 00:03:28.864 emotions, and it works because rage is one of the 57 00:03:28.864 --> 00:03:32.405 most powerful emotions humans can have. Research 58 00:03:32.465 --> 00:03:36.065 shows that people are more likely to share content that makes them 59 00:03:36.065 --> 00:03:39.665 angry, and algorithms obviously reward this. Mister 60 00:03:39.665 --> 00:03:43.329 Al, the algorithm has no clue if you're commenting, 61 00:03:43.469 --> 00:03:47.010 liking, stitching, sharing a video 62 00:03:47.629 --> 00:03:51.390 or whatever because you're angry. It just sees all the likes 63 00:03:51.390 --> 00:03:55.010 and comments coming in and he goes, oh, great. Let's show this to more people. 64 00:03:55.765 --> 00:03:58.505 And so people create this content, 65 00:03:59.365 --> 00:04:02.745 specifically because, they want to incite 66 00:04:02.965 --> 00:04:06.805 rage. They don't care. There's probably some sort of mental health issue 67 00:04:06.805 --> 00:04:10.550 behind it. They probably are seeking any 68 00:04:10.550 --> 00:04:14.390 sort of attention, and so this sort of attention gets them what they want. 69 00:04:14.390 --> 00:04:17.350 And, also, there is a monetary reason behind it. 70 00:04:17.750 --> 00:04:21.235 Creators on platforms like TikTok, Instagram, 71 00:04:21.295 --> 00:04:25.135 threads now even YouTube, they are paid based on how 72 00:04:25.135 --> 00:04:28.495 many times their content is viewed and the more people leave comments and share it, 73 00:04:28.495 --> 00:04:31.855 the more it's viewed. So because of all of 74 00:04:31.855 --> 00:04:34.595 this, we're we're battling 75 00:04:35.410 --> 00:04:39.090 against rage baiting. And a lot of this content is 76 00:04:39.090 --> 00:04:42.390 staged. Okay. Staged or fake news or misleading 77 00:04:42.610 --> 00:04:46.390 headlines. And a lot of this comes from 78 00:04:46.690 --> 00:04:50.425 TikTok. And I talk about TikTok a lot on this podcast 79 00:04:50.425 --> 00:04:54.265 because TikTok kind of shifted the way that social media 80 00:04:54.265 --> 00:04:57.945 works. So before 4 years ago, when TikTok 81 00:04:57.945 --> 00:05:01.470 rose in popularity in 2020 during the global 82 00:05:01.530 --> 00:05:05.129 pandemic and economic shutdown, we all turned to our 83 00:05:05.129 --> 00:05:08.650 phones and we discovered TikTok at that moment. A lot of us 84 00:05:08.650 --> 00:05:12.490 did. And a lot of the apps now are echoing 85 00:05:12.490 --> 00:05:16.325 what we see on TikTok. Prior to that, we followed people and 86 00:05:16.325 --> 00:05:20.005 then we saw their content. Okay. Maybe we saw content 87 00:05:20.005 --> 00:05:23.705 if our followers engage with them. So we're connected with somebody 88 00:05:23.925 --> 00:05:27.365 and then they get, you know, a and b people were connected and 89 00:05:27.365 --> 00:05:31.090 then person b comments on person c's account. Even if I don't know 90 00:05:31.090 --> 00:05:34.850 person c, I may still see their content because 91 00:05:34.850 --> 00:05:38.530 person b commented on it and I'm connected with b, not 92 00:05:38.530 --> 00:05:42.155 c. Okay. That's how social media worked before 93 00:05:42.155 --> 00:05:45.675 TikTok. Now with the TikTok effect, you're seeing 94 00:05:45.675 --> 00:05:49.275 content rise in popularity that you would have never 95 00:05:49.275 --> 00:05:53.115 saw before because of discoverability. A lot 96 00:05:53.115 --> 00:05:56.450 of our favorite forms are leaning into discoverable 97 00:05:56.590 --> 00:06:00.110 content, which is both good and bad. So on the good side, as a business 98 00:06:00.110 --> 00:06:03.310 owner, we want people to be able to discover our content. It doesn't matter if 99 00:06:03.310 --> 00:06:06.995 we have 10 followers, a 100 followers, a 100000 followers. As long as 100 00:06:06.995 --> 00:06:10.514 it's great content, the algorithm usually favors that and it'll get 101 00:06:10.514 --> 00:06:14.355 seen. On the flip side, the algorithm has no idea 102 00:06:14.355 --> 00:06:18.035 if it's rage bait or not and also pushes out all of that content as 103 00:06:18.035 --> 00:06:21.590 well. K? So the virality component 104 00:06:22.050 --> 00:06:25.730 of TikTok is echoed across multiple platforms now. It's not just 105 00:06:25.730 --> 00:06:29.170 TikTok. We've got Instagram reels. We've got Facebook. We've got 106 00:06:29.170 --> 00:06:32.935 threads. I challenge you to scroll through your favorite social media app and make a 107 00:06:32.935 --> 00:06:36.395 mental note of the people of the of the content you're seeing in your feed. 108 00:06:36.455 --> 00:06:39.975 Is it from people you follow, or is it from people you don't? 109 00:06:39.975 --> 00:06:43.735 Like, take a look at the balance of that, and you'll be surprised to see 110 00:06:43.735 --> 00:06:47.495 that they've sort of boiled the frog on us. And we're now 111 00:06:47.495 --> 00:06:51.229 seeing equal, if not more, content from people we don't follow 112 00:06:51.229 --> 00:06:54.990 in our social feeds. And this is all because of the TikTok effect. Now 113 00:06:54.990 --> 00:06:58.750 I want to talk a little bit about rage baiting and how it fits 114 00:06:58.750 --> 00:07:02.289 into a family of irritating 115 00:07:02.509 --> 00:07:06.294 content strategies, from satirical content all the way 116 00:07:06.294 --> 00:07:09.595 up to rage baiting. I got to talk about the differences between these because 117 00:07:10.294 --> 00:07:13.975 at the end of the day, they're there to get attention. And to be honest 118 00:07:13.975 --> 00:07:17.255 with you, we are all on the Internet to get attention. I don't care what 119 00:07:17.255 --> 00:07:21.000 anyone says. As much as they crap on influencers 120 00:07:21.220 --> 00:07:23.639 and say, oh, they're just out here for likes. 121 00:07:24.580 --> 00:07:28.419 Hello. That's what we're all trying to do here with our businesses. Right? We're 122 00:07:28.500 --> 00:07:31.995 we want people to pay attention to the things we have to say. K? So 123 00:07:32.155 --> 00:07:35.915 it's not about the fact that they're doing it for attention. It's the way that 124 00:07:35.915 --> 00:07:39.354 they're going about it playing on our emotions in human 125 00:07:39.354 --> 00:07:42.955 psychology. So satirical content. Satirical 126 00:07:42.955 --> 00:07:46.574 content to me is the most innocent in this family. 127 00:07:47.039 --> 00:07:50.800 It uses humor and irony to make a point or to critique something. 128 00:07:50.800 --> 00:07:54.419 So it can provoke a strong emotion, but, generally, 129 00:07:55.039 --> 00:07:58.740 it's done to encourage thoughtful engagement, not just outrage. 130 00:07:59.985 --> 00:08:03.425 And generally you're in on the joke. Like, if you understand it, it's 131 00:08:03.425 --> 00:08:07.265 satire. And I'm talking everyone's in on the joke. It's not like the 132 00:08:07.265 --> 00:08:11.105 comment section is filled with people who are angry. The comment section is filled 133 00:08:11.105 --> 00:08:14.949 with people like, oh, I see what you did there. There's a Facebook page that 134 00:08:14.949 --> 00:08:17.669 I follow that does this, and I I tried to look it up before recording 135 00:08:17.669 --> 00:08:21.050 this podcast. I couldn't find it. But it basically flips 136 00:08:21.349 --> 00:08:25.129 patriarchal norms. So it'll say things like, 137 00:08:25.669 --> 00:08:29.025 like, the creators of the page will say things like, you know, 138 00:08:29.724 --> 00:08:33.105 that man should be careful of what he's wearing because 139 00:08:33.404 --> 00:08:37.084 maybe he was asking to be punched at the face. You know, 140 00:08:37.084 --> 00:08:40.924 something like that where you go, oh, right. Like, what you wear has 141 00:08:40.924 --> 00:08:44.769 nothing to do with other people's actions. Right. And so it's things 142 00:08:44.769 --> 00:08:48.449 like that that can really kind of flip your 143 00:08:48.449 --> 00:08:52.209 thinking and it's intentionally satirical. Okay. I'm okay 144 00:08:52.209 --> 00:08:55.829 with satire. Satire to me is fine 145 00:08:56.545 --> 00:09:00.225 in small doses, but the creators of satirical pages 146 00:09:00.225 --> 00:09:03.825 have to be very, mindful about how 147 00:09:03.825 --> 00:09:07.445 they show up with the satire because it can lean into 148 00:09:07.505 --> 00:09:11.250 rage baiting if you're not careful, if you're not making 149 00:09:11.250 --> 00:09:14.930 sure that you're pointing out the joke and that everyone is in on the joke. 150 00:09:14.930 --> 00:09:18.610 Okay? Alright. Next step in this family, we have clickbait 151 00:09:18.610 --> 00:09:22.130 content. Clickbait to me is sensationalized or 152 00:09:22.130 --> 00:09:25.935 intentionally misleading headlines just to get clicks. 153 00:09:25.935 --> 00:09:29.315 Okay? So not necessarily angry, 154 00:09:30.095 --> 00:09:33.635 but you feel like you've been gooped. Like, you feel like you've been tricked into 155 00:09:33.775 --> 00:09:37.075 reading the post. Do you feel like you've been tricked into clicking a link? 156 00:09:38.240 --> 00:09:42.000 You feel like you've been tricked into watching a video and it whatever 157 00:09:42.000 --> 00:09:45.440 it is on the other side of the trick, does it match the hype? 158 00:09:45.440 --> 00:09:49.120 Okay? Click baiting to me is another form of 159 00:09:49.120 --> 00:09:52.845 getting attention. I remember this from the YouTube days. 160 00:09:53.065 --> 00:09:55.945 Back in my YouTube days, there were a lot of ways that people would use 161 00:09:55.945 --> 00:09:59.385 clickbait. One of the most popular ones was to use, like, a 162 00:09:59.385 --> 00:10:02.985 traditionally beautiful person, usually female, on your 163 00:10:02.985 --> 00:10:06.720 thumbnail video, usually in a provocative way. Doesn't 164 00:10:06.720 --> 00:10:10.080 matter what your video is about, but that would get more clicks on the 165 00:10:10.080 --> 00:10:13.839 video. Okay? That's clickbait. The purpose is to get clicks. 166 00:10:13.839 --> 00:10:17.360 Even this video has nothing to do with this, you know, 167 00:10:17.360 --> 00:10:20.720 sensual woman showing off her assets on the 168 00:10:20.720 --> 00:10:23.995 thumbnail. K? Clickbait. I also think of, 169 00:10:24.475 --> 00:10:28.074 like, BuzzFeed articles as clickbait where they'll 170 00:10:28.074 --> 00:10:31.214 say things like, 4 shocking 171 00:10:31.595 --> 00:10:35.274 truths about your toothbrush. Number 3 172 00:10:35.274 --> 00:10:38.930 will blow your mind. It's like that kind of, headline where you're 173 00:10:38.930 --> 00:10:42.690 like, okay. Like, is is a toothbrush really that 174 00:10:42.690 --> 00:10:45.650 shocking? But then you're clicking it, you're reading it, and you're like, I knew all 175 00:10:45.650 --> 00:10:49.330 of this. Anyway, so that that to me is clickbait. Okay? Then we have 176 00:10:49.330 --> 00:10:53.125 shitposting. Shitposting is different from 177 00:10:53.125 --> 00:10:56.885 satire and click baiting in that it is 178 00:10:56.885 --> 00:11:00.425 intentionally random or highly absurd. 179 00:11:00.965 --> 00:11:04.265 The point is to create confusion through humor, 180 00:11:04.800 --> 00:11:08.640 and it is the chaos griblins of the Internet. But 181 00:11:08.640 --> 00:11:11.779 to me, shit posting is usually harmless. 182 00:11:12.960 --> 00:11:16.740 And it usually has a lot to do with like Internet culture versus, 183 00:11:17.520 --> 00:11:21.245 emotional manipulation. Ship posting. I follow a few 184 00:11:21.245 --> 00:11:25.084 ship posting pages, and I just love how random they are. There's one 185 00:11:25.084 --> 00:11:28.444 person who I follow who, claims that 186 00:11:28.444 --> 00:11:32.125 they, ship post intentionally to build their business, 187 00:11:32.125 --> 00:11:35.860 and I still don't see the correlation. But I sure be looking at 188 00:11:35.860 --> 00:11:39.399 those posts, and I'm in the comments because it's just chaos. 189 00:11:39.540 --> 00:11:43.240 It's drama for the sake of drama, but it's harmless 190 00:11:43.380 --> 00:11:47.140 for the most part. Okay? So that shit posting to me, to me, 191 00:11:47.140 --> 00:11:49.800 it's like for a little giggle, for a little moment. 192 00:11:51.005 --> 00:11:54.225 It's fine. It's fine. It's fine. Shitposting, 193 00:11:54.445 --> 00:11:57.585 harmless. And there's a person who I follow 194 00:11:58.205 --> 00:12:02.045 on threads who combines all of these, but I'm gonna I don't know if I 195 00:12:02.045 --> 00:12:05.510 should say her name or not, but I'm gonna talk about her because a lot 196 00:12:05.510 --> 00:12:09.270 of her posts to me are rage baiting. And rage baiting in 197 00:12:09.270 --> 00:12:12.730 this family, again, specifically provoking 198 00:12:13.190 --> 00:12:16.835 anger or frustration. The sole purpose of 199 00:12:16.835 --> 00:12:20.295 rage bait is to generate outrage. K? 200 00:12:20.435 --> 00:12:23.955 There's, like, an emotional manipulation there that to 201 00:12:23.955 --> 00:12:27.475 me is damaging. And it is a fine 202 00:12:27.475 --> 00:12:31.130 line to go from satire to rage bait. 203 00:12:31.130 --> 00:12:34.649 Okay? Rage baiting is like, I wanna make people 204 00:12:34.649 --> 00:12:38.490 angry. Satire is like, I wanna make people think. Click baiting is like, I 205 00:12:38.490 --> 00:12:42.110 wanna trick someone. Rage baiting is like, I wanna make them, like, 206 00:12:42.329 --> 00:12:46.025 explode. You know? So, this person, I'll say 207 00:12:46.025 --> 00:12:49.405 her name. I'll put the link in the show notes. She's actually a journalist, 208 00:12:49.625 --> 00:12:53.085 Katie Natopoulos. Not not Natopoulos. 209 00:12:53.465 --> 00:12:56.905 Oh, I'm sorry, Katie. I said your name wrong. But I'll put her link to 210 00:12:56.905 --> 00:13:00.730 her threads account because I followed her initially because of a 211 00:13:00.730 --> 00:13:04.110 satirical post she did, and I believe it was around feminism, 212 00:13:05.610 --> 00:13:09.230 and, you know, the idea of, paternal 213 00:13:09.290 --> 00:13:12.985 leave and and mat leave. And, I can't I 214 00:13:12.985 --> 00:13:16.265 could not find the post, so maybe she deleted it or maybe it was not 215 00:13:16.265 --> 00:13:19.065 as far back as I scrolled. I scrolled back about 6 months, and I couldn't 216 00:13:19.065 --> 00:13:22.745 find it. But, the post had a lot 217 00:13:22.745 --> 00:13:26.540 of people in the comments who didn't get it. And so this is the 218 00:13:26.540 --> 00:13:30.300 reason I followed her because I was like, oh, this is funny. I hit follow. 219 00:13:30.300 --> 00:13:34.060 Then I went to the comments and I was like, oh, people actually think this 220 00:13:34.060 --> 00:13:37.660 is real. And they were getting heated. When I say 221 00:13:37.660 --> 00:13:40.785 heated, heated. Heated 222 00:13:41.245 --> 00:13:44.845 about this concept of women taking time 223 00:13:44.845 --> 00:13:48.365 off and men taking time off after having a 224 00:13:48.365 --> 00:13:52.125 baby. And me, you know, having just had a 225 00:13:52.125 --> 00:13:55.740 baby, having taken mat leave twice now, was interested in the 226 00:13:55.740 --> 00:13:59.340 conversation. The amount of men in the comment section who were 227 00:13:59.340 --> 00:14:03.100 just angry at the implication that they should 228 00:14:03.100 --> 00:14:06.800 be hands on with their children was wild to me. Absolutely 229 00:14:06.940 --> 00:14:10.605 mind blowing that she would, suggest that in her post. 230 00:14:10.605 --> 00:14:14.285 So this Katie, person, who I don't really 231 00:14:14.285 --> 00:14:17.905 know, frankly, I just follow her on threads, has an interesting 232 00:14:18.765 --> 00:14:22.545 satirical account that often slips 233 00:14:22.845 --> 00:14:26.090 into rage bait. And she does this 234 00:14:26.310 --> 00:14:29.910 very intentionally. K? I know she's a journalist. I've seen her 235 00:14:29.910 --> 00:14:33.290 articles in places like Business Insider. And yet, 236 00:14:33.670 --> 00:14:36.570 most of what she posts is intentional 237 00:14:37.275 --> 00:14:41.115 to enrage people or to incite some sort of response for 238 00:14:41.115 --> 00:14:43.995 them. So I'll give an example of what I did find. One of her recent 239 00:14:43.995 --> 00:14:47.675 posts I did really well. Do y'all remember, the 240 00:14:47.675 --> 00:14:51.515 dress, the infamous dress? Is it white and gold or is 241 00:14:51.515 --> 00:14:55.160 it blue and black? Well, she posted this 242 00:14:55.160 --> 00:14:58.920 3 days ago, basically reinciting this. And this to me 243 00:14:58.920 --> 00:15:01.959 is a shitpost. Like, this is why I'm saying she's a perfect example of all 244 00:15:01.959 --> 00:15:05.420 of these. It could be Sataira. It could be a shitpost, 245 00:15:05.480 --> 00:15:09.325 but she posted a photo of the dress, the dress, the white and 246 00:15:09.325 --> 00:15:13.005 gold, the blue and black with the, I believe, the original caption that says, 247 00:15:13.005 --> 00:15:16.845 wait. Help me check something. What colors are these dress? My 248 00:15:16.845 --> 00:15:20.460 friend says it's black and blue. I see white and gold. 249 00:15:21.020 --> 00:15:24.780 And the comment section is full of people who are 250 00:15:24.780 --> 00:15:28.300 in on the joke. Right? They they understand that this was Internet 251 00:15:28.300 --> 00:15:32.140 culture from years ago. And then there's a bunch of 252 00:15:32.140 --> 00:15:35.785 people in the comments who are like, I don't get it. And then 253 00:15:35.785 --> 00:15:39.545 there's some people who are actually chiming in and trying to 254 00:15:39.545 --> 00:15:42.985 say if it's white or gold or 255 00:15:42.985 --> 00:15:46.745 blue black and blue. And, of course, Internet culture things 256 00:15:46.745 --> 00:15:50.230 are popping up. Like, someone said Laurel, and I was like, 257 00:15:50.230 --> 00:15:53.990 woah. I forgot that that was a 258 00:15:53.990 --> 00:15:57.290 thing. Or yachty. Do you hear yachty? Do you hear Laurel? This was 259 00:15:57.750 --> 00:16:01.270 Facebook virality back in the day. Right? Innocent shit 260 00:16:01.270 --> 00:16:04.795 posting. But some of her posts lean 261 00:16:04.795 --> 00:16:08.475 towards rage baiting. So she 262 00:16:08.475 --> 00:16:12.015 posted this PSA back in May for male journalists 263 00:16:12.635 --> 00:16:15.950 calling them out and saying, when you, we can see you reply, 264 00:16:17.050 --> 00:16:20.810 fire emoji to Instagram models several times a day 265 00:16:20.810 --> 00:16:24.570 here on threads. You don't need to stop. By all means, enjoy, but it shows 266 00:16:24.570 --> 00:16:28.105 up on the feed. And the 267 00:16:28.165 --> 00:16:31.845 comment section is mostly people, like, in 268 00:16:31.845 --> 00:16:35.305 on the joke, but some people aren't. 269 00:16:35.685 --> 00:16:39.125 Some people aren't in on the joke, and some people are 270 00:16:39.125 --> 00:16:42.190 getting angry. They're getting angry. Like, 271 00:16:42.970 --> 00:16:46.590 oh, what if this was a female? How would you feel? 272 00:16:46.650 --> 00:16:50.190 And so to me, the this is, 273 00:16:51.130 --> 00:16:54.514 the danger of this thin line, 274 00:16:54.654 --> 00:16:57.875 very thin line between satire and rage baiting. 275 00:16:58.975 --> 00:17:02.754 All of these tactics aim for virality, but the key difference 276 00:17:02.975 --> 00:17:06.335 is the emotion that they trigger. And we can't control people's 277 00:17:06.335 --> 00:17:10.060 emotions. So if you have an account like this, it could be very easy to 278 00:17:10.060 --> 00:17:13.820 slip into rage veining. And that's the most harmful one to 279 00:17:13.820 --> 00:17:17.599 me because it relies on negativity and completely 280 00:17:17.660 --> 00:17:21.260 dismisses the curiosity, the humor, or the chaos of 281 00:17:21.260 --> 00:17:24.885 of the other good parts of the Internet. Now 282 00:17:25.904 --> 00:17:29.585 I don't know if any of you are considering rage baiting or if 283 00:17:29.585 --> 00:17:32.625 you're a marketer and your clients are, but I do have to talk about the 284 00:17:32.625 --> 00:17:36.450 long term consequences of this strategy. First 285 00:17:36.450 --> 00:17:39.890 of all, it can have, negative impacts on your 286 00:17:39.890 --> 00:17:43.650 brand long term. While short term engagement is 287 00:17:43.650 --> 00:17:47.410 great, these tactics erode trust. 288 00:17:47.410 --> 00:17:51.174 And I think satire, shit posting, and click baiting go into 289 00:17:51.174 --> 00:17:54.535 this category as well. Rage baiting being the 290 00:17:54.535 --> 00:17:58.215 most extreme version of this because people 291 00:17:58.215 --> 00:18:00.794 feel manipulated. And that manipulation, 292 00:18:02.400 --> 00:18:05.780 reduces credibility. It harms relationships with your community. 293 00:18:06.400 --> 00:18:09.760 It's just not a good feeling. Like, no one wants to feel like they were 294 00:18:09.760 --> 00:18:13.440 tricked into something. There is a 295 00:18:13.440 --> 00:18:16.914 TikToker, Winter Zezus, I 296 00:18:16.914 --> 00:18:20.754 believe, is her last name. And, she creates 297 00:18:20.754 --> 00:18:24.455 these fake scenarios in her content 298 00:18:24.835 --> 00:18:28.355 that half the comments are like, oh, is this 299 00:18:28.355 --> 00:18:31.990 real? You know, some of the comments are like upset on her 300 00:18:31.990 --> 00:18:35.590 behalf, and then the other comments are like, it's fake. It's 301 00:18:35.590 --> 00:18:39.110 fake. And her community keeps saying it's fake. Right? And she 302 00:18:39.110 --> 00:18:42.705 has over 92,000,000 views on her 303 00:18:42.705 --> 00:18:46.304 videos. 92,000,000 views on her videos by creating these fake 304 00:18:46.304 --> 00:18:49.605 scenarios. Things like she'll pretend to be at a restaurant 305 00:18:49.905 --> 00:18:53.745 eating some food, and you'll hear a voice off camera come up and 306 00:18:53.745 --> 00:18:57.424 interact with her in a rude way or something like 307 00:18:57.424 --> 00:19:01.159 that. And she doesn't say that it's satire at 308 00:19:01.159 --> 00:19:04.919 all. Her account just says she's 23 and she lives in 309 00:19:04.919 --> 00:19:08.600 New York City. She doesn't explain 310 00:19:08.600 --> 00:19:12.360 it at all. And so a lot of people think it's real and 311 00:19:12.360 --> 00:19:16.205 she's creating rage bait to get paid because TikTok has a 312 00:19:16.205 --> 00:19:19.965 creator program and, the more people like, share, engage 313 00:19:19.965 --> 00:19:23.745 with her video, the more she gets paid. Her top viewed video is has 26,000,000 314 00:19:24.525 --> 00:19:27.745 views. 26,900,000 views. That's 315 00:19:28.260 --> 00:19:31.860 wild. Right? And so short term, she gets 316 00:19:31.860 --> 00:19:35.620 paid, but long term, my brain can't help but go to what are what 317 00:19:35.620 --> 00:19:38.200 are you doing? Like, where is this going? 318 00:19:39.300 --> 00:19:42.660 Yeah. I think it could be very harmful for your brand. Second thing is I 319 00:19:42.660 --> 00:19:46.465 think there's a huge mental health component with rage baiting and the 320 00:19:46.465 --> 00:19:50.065 way the algorithms are today. Constant 321 00:19:50.065 --> 00:19:53.585 exposure to these rage inducing content pieces can 322 00:19:53.585 --> 00:19:57.140 negatively impact mental health, and you can very easily slip into a 323 00:19:57.140 --> 00:20:00.820 loop of only saying rage bait content. And this happened to 324 00:20:00.820 --> 00:20:04.500 me, briefly on TikTok. So I really 325 00:20:04.500 --> 00:20:08.120 enjoy TikTok. Their algorithm, chef's kiss, love it. But early days, 326 00:20:08.340 --> 00:20:11.955 TikTok didn't understand the difference in the style of cooking videos 327 00:20:11.955 --> 00:20:15.715 that I like, and I love watching people cook. I 328 00:20:15.715 --> 00:20:17.955 don't know what it is about. I don't know what it is. I just love 329 00:20:17.955 --> 00:20:20.755 it. Give me a recipe. Let me see you start with, like, the scrap the 330 00:20:20.755 --> 00:20:24.330 the ingredients and then come up with something beautiful. I love it. 331 00:20:24.649 --> 00:20:28.269 However, there are these videos of people intentionally making 332 00:20:28.330 --> 00:20:32.169 terrible food so that people in the comments leave comments 333 00:20:32.169 --> 00:20:35.850 on it. I'm talking they'll take a burger, they'll wrap it in bacon, they'll deep 334 00:20:35.850 --> 00:20:39.205 fry it, They'll put ice cream on top with sprinkles 335 00:20:39.505 --> 00:20:43.025 with fireworks coming out of it. And by the end, you're like, what is 336 00:20:43.025 --> 00:20:46.625 happening? I can't tell you how many times I told 337 00:20:46.625 --> 00:20:50.225 TikTok, click those three little dots. Do not give me this 338 00:20:50.225 --> 00:20:53.880 content. I like cooking videos. I don't want rage bait. Now 339 00:20:53.880 --> 00:20:57.020 TikTok understands me, and I'm in a very happy place with the algorithm. 340 00:20:57.640 --> 00:21:01.000 However, some people watch those videos and don't understand that the 341 00:21:01.000 --> 00:21:04.140 creators behind those videos are intentionally crafting 342 00:21:04.840 --> 00:21:08.665 these stories that are designed to 343 00:21:08.665 --> 00:21:12.424 incite their rage. Like, no one really is 344 00:21:12.424 --> 00:21:16.184 creating a hamburger covered in bacon, deep fried, add ice 345 00:21:16.184 --> 00:21:19.810 cream and sprinkles with fireworks at the top, and then eating it. They're not 346 00:21:19.810 --> 00:21:23.650 doing that on a daily basis. They're doing it because you're watching the video and 347 00:21:23.650 --> 00:21:27.350 you're getting upset. And the thing that was upsetting me was the amount of waste. 348 00:21:27.650 --> 00:21:31.490 They would, like, not just create 1 burger. They would do this for, like, 349 00:21:31.490 --> 00:21:35.155 20 burgers at a time, and the amount of waste was truly 350 00:21:35.155 --> 00:21:38.755 upsetting to me. I was getting upset. I could feel my emotions rising. And so 351 00:21:38.755 --> 00:21:42.515 I want you to know, like, as you're watching content online, this goes for 352 00:21:42.515 --> 00:21:46.115 anything. Just know it's all fake. Right? Internet is fake. 353 00:21:46.115 --> 00:21:49.890 Okay? And it can you can actually harm yourself. 354 00:21:50.430 --> 00:21:53.870 You can harm your mental health the more you consume these videos if you don't 355 00:21:53.870 --> 00:21:57.710 recognize the toxic environment that's created by people 356 00:21:57.710 --> 00:22:01.475 with these this content and then the algorithm because we're 357 00:22:01.475 --> 00:22:03.815 rewarding it by reacting to the video. 358 00:22:05.555 --> 00:22:09.155 So to break the negativity, I do recommend you 359 00:22:09.155 --> 00:22:12.755 recognize this, and I wanna talk about how you can steer 360 00:22:12.755 --> 00:22:16.460 clear of these tactics as 361 00:22:16.460 --> 00:22:20.159 well as of these videos as a consumer. But 362 00:22:20.220 --> 00:22:24.059 from a marketing perspective, my mindful marketers out here, I we 363 00:22:24.059 --> 00:22:26.559 need us to unite and create positive content. 364 00:22:27.740 --> 00:22:31.215 I'm on a personal mission to do this right now. I do 365 00:22:31.215 --> 00:22:34.595 not love the content that is designed to provoke 366 00:22:34.655 --> 00:22:38.035 outrage or to make people angry. 367 00:22:38.495 --> 00:22:42.335 I don't like canceling content or cancel culture calling 368 00:22:42.335 --> 00:22:45.555 people out. To me, all of that content 369 00:22:45.970 --> 00:22:49.750 is a slow spiral into a very unhealthy 370 00:22:49.810 --> 00:22:53.430 mental health place for me. And so my mission 371 00:22:53.730 --> 00:22:57.570 is to, create content that inspires, you know, 372 00:22:57.570 --> 00:23:00.390 curiosity and and joy and, 373 00:23:01.025 --> 00:23:04.705 thoughtful, meaningful conversations or moments 374 00:23:04.705 --> 00:23:08.465 of connection and levity, moments 375 00:23:08.465 --> 00:23:12.145 of I feel seen. And, so 376 00:23:12.145 --> 00:23:15.365 recently on threads I posted about crocs because 377 00:23:16.130 --> 00:23:19.970 I, always thought Crocs were ugly and they still are. I still believe 378 00:23:19.970 --> 00:23:23.810 that they're ugly. However, my mom came to visit and I actually tried 379 00:23:23.810 --> 00:23:27.490 on her Crocs because my feet grew in pregnancy and I'm 380 00:23:27.490 --> 00:23:30.865 now the same size as my mom. And I tried them on, slipped them on, 381 00:23:30.865 --> 00:23:34.645 and I was like, woah. These are comfortable and so light. 382 00:23:35.025 --> 00:23:38.225 And that was 3 months ago, and I haven't stopped thinking about it. And I 383 00:23:38.225 --> 00:23:41.025 finally bought my pair of Crocs, and I went to threads to talk about it. 384 00:23:41.025 --> 00:23:44.850 And it felt like one of those unifying moments where in 385 00:23:44.850 --> 00:23:47.670 the grand scheme of things, it doesn't make a difference. 386 00:23:48.450 --> 00:23:51.809 It didn't, you know, build my business. It's not selling 387 00:23:51.809 --> 00:23:55.110 anything. It's not adding any value, 388 00:23:55.730 --> 00:23:59.410 but it is a moment where I got to connect with people. You 389 00:23:59.410 --> 00:24:02.985 know, people who, you know, may not have commented on any other post were 390 00:24:02.985 --> 00:24:06.745 commenting about their Crocs. Most people were team Crocs, to be honest. 391 00:24:06.745 --> 00:24:09.225 There were a few people who were, like, never in a 1000000 years. I was 392 00:24:09.225 --> 00:24:11.565 like, okay. Talk to me after you've tried them on. 393 00:24:13.070 --> 00:24:16.590 There were some people telling me about the little I think they're called giblets that 394 00:24:16.590 --> 00:24:19.470 you that you put on there, and I I have not got that far yet. 395 00:24:19.470 --> 00:24:22.350 I just have one pair, my first pair, and I will tell you my my 396 00:24:22.350 --> 00:24:26.110 2 year old wants her own pair as well. And so it was just one 397 00:24:26.110 --> 00:24:29.645 of those moments where I was like, this to me is one of the beautiful 398 00:24:29.645 --> 00:24:33.184 things about community on the Internet. It's not about 399 00:24:33.885 --> 00:24:37.485 always selling something or promoting something or trying to do something like that. To 400 00:24:37.485 --> 00:24:40.924 me, it's about those moments of connection. So focus on the 401 00:24:40.924 --> 00:24:44.580 positivity, key here. Also, if you're a marketer 402 00:24:45.120 --> 00:24:48.880 like myself, I'm on a mission to educate people on 403 00:24:48.880 --> 00:24:52.240 on what's rage baiting, what's even, like 404 00:24:52.240 --> 00:24:54.980 satire or shit posting. Because 405 00:24:56.045 --> 00:24:59.885 to me, it's up there with, like, a scam, in that people 406 00:24:59.885 --> 00:25:03.005 who don't know may get taken in by it, and I don't want them to 407 00:25:03.005 --> 00:25:06.525 be manipulated in this way. It's the same reason I post about the 408 00:25:06.525 --> 00:25:10.330 Facebook scams. Every time I get one in my email inbox, I post 409 00:25:10.330 --> 00:25:12.970 about it and say this looks like it came from Facebook, but it's not. And 410 00:25:12.970 --> 00:25:16.730 here's how you can see that it isn't. Things like that. I 411 00:25:16.730 --> 00:25:19.530 just I'm on a mission to educate, and I I encourage you to do the 412 00:25:19.530 --> 00:25:23.215 same with your community. And then also set your own boundaries. As a 413 00:25:23.215 --> 00:25:27.055 content creator, as a business owner, just be mindful of 414 00:25:27.055 --> 00:25:29.795 getting caught up in the temptation of virality. 415 00:25:30.655 --> 00:25:34.495 And there's the there is another thin line between a 416 00:25:34.495 --> 00:25:38.300 hook and clickbait. And to me, a hook 417 00:25:38.360 --> 00:25:41.980 accurately reflects what's happening in that content piece, 418 00:25:42.280 --> 00:25:45.880 whereas clickbait doesn't, and it's just a 419 00:25:45.880 --> 00:25:48.940 trick. And ragebait is just to make people angry. So, 420 00:25:49.505 --> 00:25:53.264 definitely avoid those quick wins of building anger in 421 00:25:53.264 --> 00:25:56.884 in favor of having, like, meaningful conversations with people. 422 00:25:57.424 --> 00:26:01.264 So that's my episode on rage baiting. What do you 423 00:26:01.264 --> 00:26:05.049 what do you think about all of these things? I love conversation 424 00:26:05.049 --> 00:26:08.830 about this. You can hit me up on threads, on Instagram DMs. 425 00:26:09.529 --> 00:26:13.049 Let's continue the conversation there. Next 426 00:26:13.049 --> 00:26:16.795 up, I have an amazing interview next week all about 427 00:26:16.795 --> 00:26:20.395 blogging and is it dead. So this is another threads conversation. People keep 428 00:26:20.395 --> 00:26:24.155 saying blogging's dead. Is it? I don't think it is. And I will 429 00:26:24.155 --> 00:26:27.915 be talking to some experts next week about that. Also, if you're in 430 00:26:27.915 --> 00:26:31.610 the Savvy Social School, we are hosting a live workshop 431 00:26:31.610 --> 00:26:35.290 next week, profit from your POV. It is brand new 432 00:26:35.290 --> 00:26:38.750 content coming to you hot from my marketing 433 00:26:38.970 --> 00:26:42.810 strategies. I'm excited to bring it to you all there. In 434 00:26:42.810 --> 00:26:46.525 the meantime, make sure you rate and subscribe to this podcast on 435 00:26:46.525 --> 00:26:50.145 Apple Podcasts and Spotify. I just saw we have 4,000 436 00:26:50.285 --> 00:26:53.965 followers on Spotify. I had no idea that we had that video over 437 00:26:53.965 --> 00:26:57.565 there. So thank you for listening to the show. Leave your rating. It 438 00:26:57.565 --> 00:27:01.140 helps more wonderful people like you find us so that we can be in 439 00:27:01.140 --> 00:27:04.900 community together. I'll be back next Tuesday with another episode. Bye 440 00:27:04.900 --> 00:27:05.559 for now.