It has always been important for marketers to get people to love a brand. Nevertheless, in 2026, some brands and influencers have decided not to follow this traditional pattern. Instead, they try to make people dislike them with the help of something called “rage bait.”

Rage baiting has become particularly prevalent in the world of fashion. As Vogue Business reported in September, outrage has become one of the new ways of generating attention. One example of rage baiting in this field is Chanel’s unique barefoot sandals, which attracted attention due to their unusual, barely shoe-like appearance. Actress Margaret Qualley wore them on the red carpet, further increasing interest in the product.

Rage bait succeeds because social media algorithms favor engagement. Not all social media posts need to receive positive engagement. Hundreds of comments such as “Who will wear this?” or “That is ridiculous” qualify as engagement and can provide exposure for the company through viral trends. In some cases, creating controversy can create more buzz than traditional advertisements for brands.

Nonetheless, rage baiting is not without its pitfalls. Whereas controversy may help a brand go viral instantly, it may also cause consumers to feel as if the brand is manipulating them. Fashion experts have suggested that too much rage baiting may be harmful to engagement and relationships with customers.

Rage bait proves just how different things have become in the field of marketing since the arrival of social media. It is no longer enough for marketers to tell people why they need a product; instead, they are looking for something that will make customers talk about it. The difficult thing lies in finding the balance between sparking curiosity and causing controversy for the sake of it.

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